Nestle Professional Launches “Maggi Chef’s Secret” A taste-enhancing miracle that delivers competitive edge to hospitality industry

Nestle (Thai) Co., Ltd.’s Nestle Professional officially introduces “Maggi Chef’s Secret, an innovative concentrated seasoning powder developed by “The New Special Flavoring System” as Nestle Technology Proprietary that will be launched with the holding of the first “Thailand Food Business Forum 2008” for professional chefs in the country. The secret of Maggi Chef’s Secret will surely surprise the whole food industry with its “Four Miracles of Taste Enhancer”. This new food innovation can deliver the original fresh taste of a dish and is suited for all kinds of meat and vegetarian dishes. Containing less sodium and MSG, it will also lead to using 50% less than regular seasoning powder making it more cost-effective. Maggi Chef’s Secret is ideal for food business operators. Together with the launch of Maggi Chef’s Secret, Nestle also holds the first “Thailand Food Business Forum 2008” for professional chefs in the country with key experts in food business invited as panelists who would share their valuable experiences during a discussion under the topic “Leveraging Competitive Advantage in Hospitality Industry Through Value Adding”. Mr. John Martin Miller, Chairman and CEO of Nestle (Thai) Co.,Ltd. which is a globally managed business in Thailand and Indo China, expressed confidence in Nestle’ s present status as the world’s biggest food company. “We have a strong global R&D network. It is focused on building competence in our new product innovations to serve the market targeted within Nestl?’s global strategies and local food business direction,” Mr. Miller said, citing the international group of science and technology centers of excellence of Nestle’s R&D. “All R&D efforts for MAGGI products are focused on providing balanced and tasty nutritional meals to satisfy our consumers and food service consumers’ needs,” he added. Mr. Miller also revealed that as part of Nestl? R&D network, which has 3 R&D Centers in AMS, EUR, and AOA provides the flexibility for continuous development and adaptation to the local business needs. He assured that Nestl? researchers recognize that food operators are seeking a healthy seasoning that could naturally bring out the delicious flavor of a dish. The development of MAGGI “Chef’s Secret” is the result of heavy investment in R&D to develop “New Generation of Taste Enhancer” to enhance the taste with value-added solutions in convenient and cost effective manner. “In Thailand market, we are now offering cooking sauce, oyster sauce, and table top sauces only. We are a brand leader in table top sauces category with more than 50% market share. Our strong ambition is to build culinary product category as “respected professional culinary solution” through developing new innovation, creating value-added benefits, designing the right professional solutions, and building strong long-term networking with key influencers,” added Mr. Miller. Mrs. Veronique Cremades, the Executive Director of Nestle Professional which is a globally managed business totally dedicated to out-of-home market, emphasized the uniqueness of the new MAGGI Chef’s Secret, a new product innovation developed by Nestle R&D center, Singapore. “The New Special Flavoring System, as Nestle proprietary, is a new generation of taste enhancer development by bringing a good mixture of vegetable and herb to develop a unique taste enhancer as one ingredient of MAGGI Chef’s Secret. Its technology advantage allows MAGGI Chef’s Secret to deliver four unique benefits. It can bring out the five attributes of the most wonderful flavor in all kinds of dish and cuisines. It can enhance the original fresh taste and aroma of food in the most natural way. It works even with just a small amount of MAGGI Chef’s Secret applied to all kinds of meat and vegetable foods—be it chicken, pork, beef, seafood, and vegetarian goods,” Mrs. Cremades explained. She added that these unique benefits are the main reasons for having the “Miracle of Taste Enhancer” as its theme to commercially promote MAGGI Chef’s Secret. “We expected that we would gain positive customer response from the impression and satisfaction of using MAGGI Chef’s Secret because it is truly the right solution for food operators. We are positioning MAGGI Chef’s Secret as a concentrated seasoning powder, which is a new category in Thailand market. The market itself is classified in super premium category that is different from other existing seasoning powders in Thailand. The market territory is rather specific in high-end operators such as hotels, premium or full service restaurants, and premium food shop channels,” Mrs. Cremades said. Dr. Lien Wen Sze, Consultant to Nestle R&D Singapore, explained that the idea behind the development of Maggi Chef’s Secret was based on the premise that the food operator’s insight is a key innovation and renovation driver. “We know food operators are looking for a simple solution to deliver tasty dishes and yet leave them with enough room for their own creativity. This is the gift of Chef’s Secret. The flavor is a combination of taste and aroma. By a deeper understanding of what contributes to “Deliciousness”, we selected the most relevant food ingredients for their special taste and aroma including spices, extracts, and others. Then we combined them in the most satisfying amount to deliver only the most wonderful tasting dishes.” Dr. Sze further explained that Maggi Chef’s Secret does not contain “meat” ingredients since elements that contribute to flavors do not only come from meat. She cited as examples beans, bamboo shoots, tomatoes, mushrooms and fungus that all contain elements that enhances the flavor in food. Chef’s Secret complements and enhances other seasonings and bouillon without interfering with natural flavor. This is unlike what chicken bouillon, oyster sauce, or cooking sauce does to certain dishes. Chef Eric Low, Development Chef in Nestle R&D center assures the highest quality of Maggi Chef’s Secret revealing that after the product was developed by the team of technologists, he used a sample in an application recipe and compared its performance against other seasoning systems used by other chefs in commercial kitchens. He found out that because of its unique structured flavor enhancing system, a small amount goes a long way. Chef Eric recommends that the most ideal dosage is about 6 g per liter of liquid or about 1 kg of food. This is about half of the amount required when compared with most other seasoning powders. “It enhances the natural taste of fresh ingredients in cooking and does not interfere with the taste profile of the dish. In huge catering operations, the product provides a uniform seasoning platform to the same dish that has to be cooked in different batches. Maggi Chefs Secret does not have any specific flavor and it is a neutral base seasoning powder. So when added on to the ingredients during cooking, its enhancement abilities will help heighten the taste profile of the dish and its ingredients. Its low application helps Chefs to manage costs better and its scientifically-based sensorial research on developing the optimal taste enhancement structure in food seasoning saves many chefs from the problem of taste inconsistency especially in huge volume catering,” said Chef Eric. Chef Chumpol Jangprai, Master of Maggi Chef’s Secret Chef also expressed extreme confidence in the quality of product of Nestle Professional. “That is why I do not hesitate to be a brand ambassador for Maggi Chef’s Secret. My role is to promote this product among professional chefs in Thailand. However, I think by the quality of product itself, I don’t need to put a lot of effort to promote it. I just share what I experience when I cook and create new menus by using Maggi Chef’s Secret. It is powerful seasoning powder in terms of the quantity and quality. I used less amount of it than other seasoning powder but it helps enhance better tastes, saving me time and money. Unlike other seasoning powder, it can be used with vegetarian dishes, too. With these unique benefits, Maggi Chef’s Secret can be a better choice for professional chefs. Ms. Aree Wongrassamee, Associate Director of Siam Makro Public Company Limited, is also among the growing fan base of Maggi Chef’s Secret. “MAKRO has been working closely in cooperation with Nestle Professional for over 10 years to come up with the best B2B HORECA solution. Over the years, Nestle Professional has always reflected their professionalism through their innovative products and continuous support from the competent and friendly team. Today is an example of the effort and commitment of the leader in food and beverage industry who strive to develop and offer the innovative products and quality services to ensure the highest satisfaction of both the business partners and consumers. The cooperation and close partnership between NESTLE Professional and MAKRO who focus on high quality standard of products and services will certainly warrant the Thai consumers’ satisfaction while in the long term, lead to the industrial standard upgrade,” Ms. Aree said. About Nestle Professional “Nestle Professional”, a service-based organization, delivers complete creative food and beverage solutions to food service clients in order to assist them encounter dynamic changing and high competition in food service industry. Nestle Professional Business directions lead to building global strategic partnership and locally providing creative business solution to cater to the tremendous growth of out-of-home food and beverage market. The close partnership between Nestle Professional and our customers will enable deeper understanding of our clients to bring more creative and inspiring professional services and solutions. While locally providing creative business solutions, it will be more responsive in serving local client needs. Aside from this, Nestle Global Strategic direction points to becoming a leader in Nutrition Health and Wellness and in taking the technological advantage in R&D efforts. For more information, please contact: Ms. Piyamas Wiriya-udomphol Nestle (Thai) Co.,Ltd. Nestle Professional Business Unit Ms. Thittaya Nakthong, Ms.Titaya Cheumsuwan Good Idea Communications Co.,Ltd. Tel: 086-310-7287, 085-1507790

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