Nestlé has expanded its Maggi Air Fryer product range in the United Kingdom and Malaysia as demand for quick, home-cooked meals continues to grow. With air fryers becoming a staple in many households, the company aims to offer consumers more variety with seasoning mixes and coatings tailored specifically for the appliance.
Growing Popularity of Air Fryers
The global adoption of air fryers has surged, with 33% of households now owning one. In the UK, air fryers are the third most used cooking appliance, and 58% of people own one. Meanwhile, in Malaysia, 42% of households have adopted the device. The convenience, health benefits, and energy efficiency of air fryers have contributed to their increasing popularity, prompting food companies to develop products designed to enhance their use.
Nestlé, one of the world’s largest food manufacturers, has been quick to recognise this trend. The company has now introduced new Maggi Air Fryer products in two of its key culinary markets, aiming to help consumers prepare flavourful and crispy meals with minimal effort.
New Product Launches in the UK and Malaysia
In the UK, Nestlé has launched three new Maggi Air Fryer Crispy Coating recipe mixes, expanding its highly successful Maggi Air Fryer Seasonings range. Among the first of their kind in the market, these coatings are designed to help home cooks achieve a crispy, flavour-packed finish to their meals using an air fryer.
In Malaysia, Nestlé has introduced a Satay variant as part of its Maggi Air Fryer series. Alongside this, the company has repositioned its existing marinade mixes within the air fryer range, making it easier for consumers to prepare authentic-tasting meals with just two simple steps—marinating and air frying.
Innovation at the Heart of Nestlé’s Strategy
Nikhil Chand, Head of Nestlé’s Food Strategic Business Unit, said:
“Maggi, the world’s leading food brand with the highest household penetration, has always been at the forefront of food innovation. In both the UK and Malaysia, we are among the first to introduce an air fryer range.”
Chand also highlighted that modern cooking solutions are a key part of Nestlé’s long-term growth strategy. As one of the company’s six ‘big bets’ for 2025, Nestlé expects these innovations to generate over 100 million Swiss francs in annual sales.
Meanwhile, Swen Rabe, Head of the Nestlé Research and Development Centre for Food in Singen, Germany, noted the extensive research and development that went into crafting the new products.
“Our chefs and food developers have carefully combined ingredients, leveraging Nestlé’s sensory expertise and understanding of local flavour trends. These recipe mixes are a great example of how we’re meeting the demand for modern cooking solutions like the air fryer.”
Expanding Air Fryer Solutions Globally
The expansion in the UK and Malaysia builds on Nestlé’s presence in the air fryer market across other regions, including Australia, New Zealand, and China. As more households turn to air fryers for convenient and healthier cooking, Nestlé continues to develop products that enhance the experience, using its expertise in flavour development to create balanced and authentic-tasting seasonings.
With demand for air fryer-compatible products expected to rise, Nestlé’s latest move reinforces its commitment to staying ahead of culinary trends and meeting the evolving needs of home cooks worldwide.
