AUS: Nestle targets adults with Maggi Just for 2 line
A campaign including TV advertising, digital support and in-store advertising will accompany the launch
Nestle has extended its Maggi product line in Australia with the launch of a range designed to cater to households without children.
Maggie Just for 2 is a range of recipe bases that enables consumers to create meals for two adults. The line is available in four flavours: lemon and thyme chicken; sweet and sticky pork; Moroccan chicken; and spicy tomato & red wine meatballs.
Sibon Schouten, head of marketing for foods for Nestle in Australia, said Maggi Just for 2 is an "exciting growth opportunity for the business".
"For the first time, the Maggi brand is able to directly target 'empty nesters' and SINKS - single income no kids - or DINKS - double income no kids - with products for just two adults, a growing demographic segment in Australia," Sibon said.
"We know that by 2014, the number of households with no children will outnumber the households with children, so we needed an offering for this consumer if we want to remain relevant in the future."
A campaign including TV advertising, digital support and in-store advertising will accompany the launch.
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