With its new, very innovative product range “Pimp my Food”, Maggi is breaking completely new ground and appealing above all to younger target groups. These are a series of spice blends that are specifically designed to spice up dishes. Each spice mixture is represented by a caricatured character: for example “Ernie Egg” for egg dishes, “Trudi Tomato” for pasta with tomato sauce or “Paula Potato” for potato toppings or the like.

The lovingly elaborated illustrations to the characters and a cheeky text concept turn the spice blends into a completely new product experience and underline Maggi’s claim to contemporary, modern seasoning expertise. The comparatively elaborate packaging concept “Spice shaker in folding box” successfully rounds off the outstanding product appearance.

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