Nestlé expands Maggi air fryer culinary range across Europe
With nearly 30% of households in continental Europe owning the appliance, Nestlé is helping consumers add variety and excitement to everyday meals.
EUROPE – Nestlé has expanded its range of ambient Maggi cooking solutions for air fryers, now available across Germany, Spain, Portugal, the Netherlands, Poland, Hungary, Italy, Greece, Finland, Norway, and Denmark.
Its tailored portfolio, which varies by country, includes the Crispy Chicken range in Cheesy, Paprika & Garlic, and Tex Mex flavors.
The Wraps range offers flavorful inspirations for Fajita, Street Taco, and Kebab dishes.
This rollout taps into the surging popularity of air fryers, with nearly 30% of households in continental Europe now owning the appliance.
Recognizing that air fryer users often cook staples like chicken and vegetables, Nestlé is helping consumers add variety and excitement to everyday meals.
These launches are further supported by Maggi-branded recipe platforms designed to make wholesome, flavorful meals more accessible and convenient.
“Maggi is a brand born in Europe, and the recent innovations are in line with its history of reinventing itself to serve consumer needs,” said Marcin Poplawski, Head of Food Marketing Europe at Nestlé.
He explained that with the brand’s presence in more than 60% of European households, the team is seeking solutions that save time, inspire creativity, and support modern cooking methods, such as air frying, for consumers living increasingly busy lives.
“Nestlé is proud to lead the way in bringing ambient air fryer products to multiple European markets,” Marcin stated.
Early movers in Maggi’s air fryer innovation journey
This expansion follows the March 2025 debut of the Maggi Air Fryer Crispy Coating Mixes in the UK and Ireland, where Nestlé first introduced these solutions to air fryer enthusiasts in the region.
The coatings are available in three globally inspired flavors: Crispy Southern Style, Crispy Katsu Style, and Crispy Korean BBQ Style.
Danielle McAreavey, Head of Marketing for Maggi UK and Ireland, mentioned that the coatings build on the success of Nestlé’s Air Fryer Seasonings launched in 2024, and are perfect for home cooks looking to add flavor, crunch, and excitement to everyday meals, quickly and healthily.
The development of these products aligns with Nestlé’s recent expansion of its modern cooking portfolio globally, which is an integral part of the company’s global six ‘big bets.’
This has led to the category expanding with new offerings across the US, Chile, Mexico, the UK, Australia, New Zealand, Malaysia, Singapore, and China.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
