Maggi Idea Launch

This case study outlines how Nestlé responded to a reduction in the market for food products such as soups and seasonings in the struggling Baltic economies of Estonia, Latvia and Lithuania.

Maggi Idea Launch


Client Company Name: Nestle Baltics

Brand Name: Maggi Idea

Category: FMCG


In 2009 economy in the Baltic countries suffered badly from the global crisis: GDP fell by around 15%*, unemployment raised to around 15%**. People started to cook from scratch and culinary categories sales fell: 4,8% in case of Seasonings and 20,1% in case of Cooking Soups***.

The recipe mixes category is quite new on the Baltic markets. First launch was done by Maggi in 2005 but it was...

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