Maggi has introduced two new seasoning variants, Ginger & Garlic and Fish & Shrimp, to Nigerian consumers at its Mix City Party held at Ikeja City Mall, Lagos, over the weekend.
The event brought together chefs, food enthusiasts, mothers, young consumers and food influencers for an experience combining culinary demonstrations, product tasting, music and interactive entertainment.
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The gathering provided a platform for the brand to showcase the new flavours while encouraging consumers to explore different cooking techniques and combinations.
Speaking at the event, Maggi’s Category Development Manager, Ifeoluwa Seyi-Obembe, said the initiative was designed to strengthen the brand’s relationship with consumers by creating an environment where they could interact with its products and discover new flavours.
“Food is more than just what we eat. It’s what connects people, it’s what brings people together, and that’s really what the Maggi Mix City Party is all about,” she said.
Seyi-Obembe explained that the new variants were introduced in response to changing consumer preferences and the demand for convenient cooking options that offer distinctive taste, aroma and colour.
According to her, the Ginger & Garlic variant is suitable for marinades and meals requiring a stronger cooking aroma, while Fish & Shrimp is intended for seafood-inspired dishes, including native soups.
She added that the products were developed around familiar kitchen ingredients, giving consumers more options when preparing everyday meals.
“Our tagline is ‘Pick your flavour, use it your way.’ We see our consumers as the creators in their kitchen. Explore your creativity. You can mix, match, add, combine, but you are the creator,” she said.
She also reaffirmed the brand’s commitment to developing products that respond to consumers’ changing culinary preferences.
The event featured cooking demonstrations by chefs Moses, Damilo, Gloria, Oge and Flora, who prepared a selection of meals using Maggi products, including Maggi Signature Spaghetti Jollof, vegetable fried rice, special fried rice prepared with the new Ginger & Garlic seasoning, Chinese-style rice with Maggi Chicken Flavour and pottage.
Guests were served the dishes, allowing them to sample the meals and experience how the seasonings could be incorporated into different recipes.
Beyond the cooking sessions, the Mix City Party featured music, sing-along sessions, dance competitions, music-guessing games, cup games and a paint-and-sip activity.
Participants also competed for prizes, with winners taking home kitchen appliances such as waffle makers, sandwich makers, electric kettles and frying pans.
One of the participants, Aniude Ifunanyachukwu Francisca, an upcoming chef who won ₦20,000 in the paint-and-sip competition, described the experience as enjoyable and rewarding.
Francisca said she discovered the event through Facebook, where she registered to participate. She added that she had been using Maggi products for a long time.
“It has been fun and interesting. I’ve been using Maggi for a very long time. It’s a very nice product. I just saw it on Facebook, and I applied and registered. I didn’t know it was going to be a lot of fun and interesting,” she said.
She noted that the gathering also gave her the opportunity to meet new people and discover different flavours, while expressing appreciation to the organisers.
The Maggi Mix City Party forms part of the brand’s consumer engagement activities, using food, entertainment and direct interaction to introduce product innovations and encourage culinary experimentation.
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With the introduction of Ginger & Garlic and Fish & Shrimp, Maggi is expanding the flavour options it presents to consumers, while placing emphasis on flexibility and creativity in everyday cooking.
