MAGGI Mee is synonymous with instant noodles for many Malaysians.
Whenever we want to have an instant noodle meal, we tend to say: “I wanna have MAGGI Mee.”
That’s because MAGGI Mee was here first and has been with us for 50 years.
MAGGI Mee is the first instant noodle product in the country dating back to 1971.
Samuel Senn, a Swiss national who was general manager of Nestlé Malaysia and Singapore then, was instrumental in bringing MAGGI noodles to the region, having borrowed the idea from Japan.
He was involved in building the first MAGGI noodles factory in Malaysia situated in Batu Tiga, Shah Alam, where it stands till today, producing MAGGI 2-Minute Noodles. He also coined the chant “MAGGI noodles fast to cook, good to eat”.
Today, MAGGI 2-Minute Noodles is the leading instant noodles brand in Malaysia, having garnered a loyal following over half a century.
In the beginning there were only curry and chicken flavours.
Along the way came:
MAGGI Hot Cup (1996) so that we can have it anytime, anywhere.
MAGGI Hot Mealz (2017) for people on-the-go.
MAGGI Pedas Giler (2018), a super spicy meal as the name implies.
MAGGI Mi Goreng Sambal Tumis Bilis and Cili Kampung (2020) for the home-cooking feel.
MAGGI Mee’s famous tag line “cepat dimasak, sedap dimakan” is firmly etched on our minds.
Having come a long way, MAGGI Mee is many things to people – convenient meal, comfort food, midnight craving, taste of home.
It has a special place in the hearts of Malaysians who grew up with MAGGI Mee.
Great memories with
We have good times with MAGGI Mee.
As small kids waiting eagerly at the dining table for mom to finish cooking MAGGI Mee and dish it out to us.
Camping trips during school days.
Huddled in the hotel room overseas and hungrily wolfing down MAGGI Mee in the cold night.
And … what comes to our rescue when we’re broke?
Through good times and bad, MAGGI Mee has always been there. A constant companion you may say.
When lockdown was declared, did we not stock up on MAGGI Mee?
Now let’s hear from fellow Malaysians how MAGGI Mee figured in their lives.
Leong Ming Chee, 70, former communications director of Nestlé Malaysia and Singapore
Leong was a trainee with Nestlé in 1974 when she was deployed together with other trainees to market Nestlé products.
“We went out with the driver in a VW Kombi van and covered every retail outlet, street by street. Besides the familiar MAGGI sauces, Milo and Milkmaid condensed milk, we would introduce MAGGI Mee as well and the taukehs would ask us, ‘What’s that?’
“We had to explain what instant noodles was and how to cook it. The retailers were not convinced that people would eat it and took just six packets each of the curry and chicken flavours – the bestsellers.”
Leong would pack MAGGI Mee when she travelled to places where she didn’t fancy the food, such as Egypt, Africa and parts of China.
“When I attended a 10-week course during autumn in Switzerland, I brought along 10 packs of MAGGI Mee tomyam and assam laksa. There’s nothing like spicy noodles in the cold.
“Once I was flying to Italy and they were serving supper. I whipped out two MAGGI Mee in a cup from my hand luggage and asked the stewardess to fix that for me and my travelling companion. The aroma filled the entire cabin and we caught the other passengers glancing at us as we slurped our hot MAGGI Mee while they bit into their cold sandwiches.”
Nana Ghazali, 44, entrepreneur
“My late sister used to cook MAGGI Mee for me when I was in primary school. She would fry some garlic and shallots first, add other ingredients then the noodles. And that’s how I cook my noodles now. But sis’ MAGGI Mee always seemed more sedap than mine.”
Friday nights at home is a treat for her three sons because that’s MAGGI Mee night – a practice that started four years ago when her helper introduced the boys to the joy of instant noodles.
About MAGGI Mee: “There’s something about the taste. Dulu, mana ada brand lain? Even today, the familiar taste remains the same. It’s my comfort food.”
Aaron Dass, 25, bank management trainee
“When I was growing up, yes, it was definitely a staple at home. Nothing fancy, just the chicken flavour variety. But when the curry flavour was introduced, that became our favourite, as my siblings and I love spicy food.”
It was only when Aaron was studying in Australia that he cooked his first packet of MAGGI Mee.
“My mother always cooked MAGGI Mee for me. In Australia, I had to do things for myself, and that was the quickest and easiest meal to cook after a long day. I would add fishballs, tofu and vegetables. It was a full meal.”
To Aaron, MAGGI Mee speaks of family time and bonding over plates of fried MAGGI Mee.
“My parents worked late when I was in my teens so I looked forward to the weekends when the whole family went out for supper together, like a family outing. At the kedai mamak, Dad watched football while my brother and I without fail would order a sunny side up to go with MAGGI Mee goreng.”
Stepphrnie Davina Parameswaran, 30, associate in an accounting firm
“When I was three, our family lived in Oman as my father was a computer programmer for Oman Air then. Whenever my mother went home to Malaysia, she would return to Oman with a whole box of MAGGI Mee.
“She cooked dry style MAGGI Mee for me to take to kindergarten and I would be the most popular kid! My kindergarten friends who have never seen MAGGI Mee would eat strands of the noodles from my lunchbox.”
Davina’s way of cooking MAGGI Mee is inventive.
“I eat MAGGI Mee kari and pedas giler dry style with a dash of apple cider. Sometimes I add cheese to MAGGI Mee Tom Yam soup. It was my mother who suggested the apple cider and I like how it gives the noodles a tangy flavour and extra kick.”
Crystal Lam, 45, customer service executive
How we like to innovate when we cook MAGGI Mee.
For Lam, she adds egg, bacon, ham or sausage to the soup. And she does a mean Maggi Mee goreng too, she says.
Her opus was when she made MAGGI Mee murtabak by adding eggs and sausages. She did that in a cooking contest last year and won a modest RM50 voucher.
“Growing up, it was the easiest thing to make and often I would cook MAGGI noodles before walking to school nearby.”
And MAGGI Mee is what her children aged 12 and 15 cook for themselves when mom and dad are not home.
MAGGI MEE for Malaysia
In less than two years, Covid-19 has wrought so much havoc on our lives.
Businesses have folded, jobs are lost, white flags raised. And many good people are gone.
In these really hard pandemic times, we need to care for each other more than ever.
As a truly home-grown brand, MAGGI Mee which has enjoyed the support of Malaysians for 50 years wants to give back.
MAGGI Mee is calling on its fans to join forces with it to do something good for the people.
Together, we can help out via the MAGGI Sah Malaysia campaign, whereby the brand donates meal kits to people in need.
Just purchase any MAGGI product (minimum RM5) and WhatsApp your receipt with your name, IC number and full address with state to 018-388 0131, or submit your entries through the online contest form that can be found on the campaign website.
In conjunction with the MAGGI Sah Malaysia campaign, a total of 1,000 meal kits will be donated to that state for every 10,000 entries received. Up to a total of 50,000 meal kits to be donated.
The MAGGI Sah Malaysia campaign is organised to mark the 50th anniversary of MAGGI-2 Minute Noodles in Malaysia.
By participating, fans of MAGGI Mee will stand a chance to win prizes at both state and national levels.
There’s a cool RM449,000 worth of prizes to be won, including RM50,000 cash (national level main prize), RM5,000 cash for 42 winners (three in each 14 states) and 1,260 bonus prizes.
We do our part, not for any returns, but to ease the plight of Malaysians in distress.
But who’s to say MAGGI Sah Malaysia won’t reward us for our good deeds?
Find out more how you can help to contribute meal kits at www.maggi.my/en/maggi-happenings/maggi-sah-malaysia.