1.0 MAGGI CURRY INSTANT NOODLE

Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand is

popular in Australia, India,South Africa, Brazil, Nepal, New Zealand, Brunei,

Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. In several

countries, it is also known as "maggi mee" (Indonesian/Malay/Hokkien). Maggi

noodles are part of the Maggi family, a Nestlé brand of instant soups, stocks, and

noodles. In Malaysia, there are fried noodles made from maggi noodles known

as Maggi goreng. Maggi noodles recently introduced a new variety of its noodles, to

cater for the health conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. A

wholewheat flour based noodle variation marketed by the name "Vegetable Atta

Noodles" has been introduced in India (Atta flour is used in preparing most forms of

wheat based breads in India) and caters to health conscious buyers wary of the refined

flour used in the regular Maggi noodles. This move helps the brand in India as

suburban mothers, who feed the noodles to children as an afterschool snack, are the

primary customers of the brand. Recently, a line of rice noodles and whole wheat with

pulses, carrots, beans, and onions has also been introduced in India. In fact, "Maggi"

has become a well-known brand for instant noodles in India and Malaysia.

Instant noodles are often criticized as unhealthy or junk food. A single serving of

instant noodles is high incarbohydrates but low in fiber, vitamins and minerals.

Noodles are typically fried as part of the manufacturing process, resulting in high

levels of saturated fat and/or trans fat. Additionally, if served in an instant broth,

instant noodles typically contain high amounts of sodium. The current

U.S. Recommended Dietary Allowance of sodium for adults and children over 4 years

old is 2,400 mg/day; in extreme cases, some brands may contain over 3,000 mg of

sodium per package. Instant noodles and the flavoring soup base also contain high

amounts of monosodium glutamate.

The most recent controversy concerns dioxin and other hormone-like substances

that could theoretically be extracted from the packaging and glues used to pack the

instant noodles. It was reasoned that harmful substances could seep into the soup as

hot water was added to cup style instant noodles. After a series of studies were

conducted, various organizations requested changes in the packaging to address these

concerns.

Another concern regarding the consumption of fried foods, including instant

noodles, is the possible presence of oxidation products resulting from poor

maintenance of the oil. If the cooking oil is not maintained at the proper temperature

or changed as often as necessary, these oxidation products, which are suspected to

pose various health risks, can be present in the foods. Proper production standards

minimize the risk.

Figure 1: Nutritional value of Maggi noodle per 100g

2.0 PRODUCT CONCEPT

A product concept is a printed, pictorial or mocked-up representation and

description of a new product. It provide a device for communicating to both

customers and the development team, that are the nature of the product, how it will

work, the benefits, reasons of being and what problem it will solve for the user.

Product concept represent a protocol that provides the development team a

specific set of expectations as well as direction for the development process and the

launch strategy. It provides the basis for positioning strategy and product formulation,

plus packaging, advertising, pricing and distribution

Concept newness of product can be represented in different formats, depends on

the relative newness of product and the stage of development. It can be in:

Simple verbal description

More elaborate verbal descriptions incorporating advertising language

Storyboard including product description and an illustrations of the package

an/or product

A mock up on the package

A product prototype

2.1 Nature of Maggi Instant Noodle

Maggi Instant noodles are dried or precooked noodles fused with oil and often

sold with a packet of flavoring. Maggi noodles are available in a large assortment of

different flavours other than curry are:

Original Flavour

Chicken

Kari Letup (Extremely Spicy Curry) in Malaysia

Tom yam

Asam Laksa

Sup Tulang (bone soup) in Malaysia

Itik (duck)

2.1 How To Prepare Maggi Instant Noodle

2.2 The Benefits & Reasons of Being

Nowadays, the working pressure of many people has been increased sharply in

modern times. In order to save time, it has been a common habit to eat instant food

and fast food in daily life. That is one of the benefits of Maggi instant noodle. Another

reason is Maggi instant noodle sells at low price and because of it, all people are

affordable to buy the product. Furthermore, Maggi instant noodle taste is very nice

and tasty and in addition, Maggi instant noodle come in with various flavors for the

consumer to choose from according to their taste and wants.

Break the noodle cake into at least four pieces

Add noodles and seasonings that have been given in the packet to 225 mL of boiling water

Cook for 2 minutes in an open pan. Stir occasionally. Do not drain remaining water

Noodle is ready to eat. It can be served with fried egg, shrimp or chicken pieces.

2.3 Product Attributes

Product concept consists of a number of component that are the:

a) Core Component; that refers to physical feature of the product. Maggi instant

noodle is manufactured in a typical block-like form. It is also come with curry

seasonings to enhance the curry taste to the instant noodle.

Figure 2: Maggi instant noodle before been prepared

b) Packaging Component; Maggi instant noodle is pack in a laminated

packaging bag. The price for 5 packs of instant noodle is usually between

rm3to rm5 in accordance to current economic situation.

Figure 3: Maggi Curry Instant Noodle

c) Support Service Component; Since Maggi Curry instant noodle is a food

product than the most important thing is the expiry date. And at the packaging

too, there is a customer service number for consumer to make any enquiries

and also complaint if any.

3.0 PRODUCTION METHOD

Fresh noodles are waved & steamed in a steaming tunnel for 1-3 min prior to cutting

Drying by frying requires steamed noodles to be passed through a frying

tunnel for 1-2 min at 140-1500C

After drying, the noodle is cut and been pack in suitable packaging.

Dissolve salt or starch and ingredients such as flavors and flour and a dough is prepared

Dough is uniformly distributed and hydrated all particles.

Dough passes through two rotating rollers that cut dough

into desired shape.

4.0 CONSUMER BEHAVIOUR & TARGET MARKET

Figure 4: Main Customers of Instant Noodle

This question is to clarify the target market. Figure 4 shows that the teenagers

47%) and the youth (42%) are considered as the main customers of instant noodles.

Only 7% is for middle-aged people and 4% is for old people. Therefore, the target

group should be the teenagers and the youth.

Teenagers and youth like to have instant noodle as their meal is because instant

noodle is easy to prepare. They do not have to do many things and they just can boil

the instant noodle with water and wait for 2 to 3 minutes. Teenagers also can save

their money by eating instant noodle. It is vey affordable to them. What the most

important to them is that the instant noodle that they consume will not make them

hungry.

Middle aged and old people are the least group that like to consume instant

noodle because they are very conscious about their health since instant noodle always

been related to health problem. So they are not the primary target.

5.0 BENCHMARK & IMPROVEMENT OF PRODUCT

The most well-known brand for instant noodle in Malaysia is Maggi itself. And

the favourite flavor is curry. Indomie, Cintan and Mamee brands of instant noodles

are closing in behind Maggi.

5.1 Indomie

Indomie is an instant noodles product line made under Indomie brand by

the Indofood company, the world's largest instant noodle manufacturer, located

in Indonesia. The product entered the market in 1982 and is available in many parts of

the world including the US, Australia, New Zealand, UK, Middle East and

China. Variants of this dish include serving it with shrimp and scallions,omelette or

with Peri Peri sauce. In 2006, Indomie launched Indomie Mi Goreng Kriuuk. In this

product, 8x means more noodles, crunchier, more delicious, larger in three flavours:

Chicken, Onion, Spicy.

The ingredients of Indomie instant noodle are noodles, seasoning powder,

seasoning oil, sweet soy sauce and chilli sauce. And the nutrition information from

85g pack Indomie is:

Figure 5: Nutritional Information of Indomie Instant Noodle

5.1 Improvement to Maggi Instant Noodle

Since Maggi instant noodle is always been taunted as the food that can bring

cancer to consumers and also will affect other health to consumers, it is suggested that

a nutritive improvement of instant noodle with oat bran. Oat bran is rich in ß-glucan, a

soluble fiber in oat. Oat bran is prepared by separating the outer layers of groats

from the starch-containing endosperm by mechanical milling and separating

operations. The content of β-glucan in oat bran is thereby elevated to about 6-9%.

Oat bran concentrates, centrates, prepared by dry milling, contain 15%β-glucan,

which can be increased further, up to 25%, if prepared from defatted oat groats.

Addition of oat bran concentrate (OBC) to the diet brings many nutritional

benefits. The soluble β-glucan from the oat component is known to contribute a

hypocholesterolemic property to food (Inglett and Newman, 1994). Behall et al.

(1997) reported that oat extract containing β-glucan was effective in lowering blood

cholesterol in men and woman. Hallfrisch et al. (1995) found that diets containing

soluble oat extracts improved the glucose an insulin responses of moderately

hypercholesterolemic men and women. Oat β-glucan biological activity was also

demonstrated in hamsters (Yokoyama et al., 1998). The U.S. FDA has allowed a

health claim for soluble oat β-glucan when consumed at a level of 3 g/d (FDA, 1997a,

b). OBC also brings several processing and texture benefits. It is easy to formulate it

into health and functional foods, such as breakfast cereals, snacks, and nutrition and

energy bars. So it is not possible to utilize oat bran concentrate as a substitute for

wheat flour to improve the nutritional quality of instant noodle.

6.0 REFERENCES

1. Suparat Reungmaneepaitoon, Chomdao Sikkhamondhol and Chawladda Tiangpook

(2005). Nutritive improvement of instant fried noodles with oat bran. Nutritive

improvement of instant fried noodles with oat branNutritive improvement of instant

fried noodles with oat bran [online]. 188, p.128-144.

2. Tan Su-Lyn (2003). World Food Malaysia . 1. ed. Malaysia: Lonely Planet.

3. Frederic P Miller, Agnes F Vandome, John McBrewster (2010). Maggi Noodles. 1.

ed. America: VDM Publishing House Ltd.

FOOD PRODUCT DESIGN AND DEVELOPMENT

CFB 30603

University Kuala Lumpur

Malaysian Institute of Chemical and

Bioengineering Technology

ASSIGNMENT 1

MAGGI CURRY INSTANT NOODLE

SYAFIQ AZAM B NOOR RAMLI

55204208332

6BCF