SHERIDAN, WYOMING – April 8, 2025 - As more households worldwide embrace the air fryer revolution, Nestlé is meeting the moment with a fresh and flavorful expansion of its Maggi Air Fryer product line. Responding to the growing consumer demand for quick, delicious, and healthier meals, the company has introduced new Maggi Air Fryer offerings in two of its most dynamic culinary markets—the United Kingdom and Malaysia.
Meeting the Air Fryer Demand with Flavorful Innovation
A response to modern cooking needs
With air fryers now found in 33% of global households, their role in modern kitchens is undeniable. Known for their convenience and healthier cooking method, air fryers have quickly moved from novelty to necessity. Nestlé is helping home cooks keep their meals exciting by expanding its dedicated Maggi Air Fryer Range—making flavorful, crispy dishes simpler than ever.
"Maggi, the world’s leading food brand with highest household penetration has always been at the forefront of food innovation for decades," said Nikhil Chand, Head of Food Strategic Business Unit at Nestlé. "In both the UK and Malaysia, we are amongst the first with an air fryer range. At Nestlé, we are constantly supporting modern cooking through our innovative offerings and enabling consumers to prepare delicious home cooked meals."
New Launches in the UK: Elevating Everyday Meals
Introducing crispy coating recipe mixes
In the United Kingdom—where air fryers are now the third most used cooking appliance and 58% of people own one—Nestlé has launched three new Maggi Air Fryer Crispy Coating recipe mixes. These new offerings build on the success of the brand’s existing Air Fryer Seasonings mixes and are among the first of their kind in the market.
Designed to help consumers achieve that coveted crispy texture with bold flavor, the new coatings reflect Nestlé’s focus on simplifying home cooking while elevating taste. These additions make it easier than ever for UK consumers to transform everyday ingredients into satisfying meals.
Malaysian Market Gets a Flavorful Twist
Authentic taste with local flair
Meanwhile, in Malaysia—where air fryer adoption is steadily rising with 42% of households owning one—Nestlé has added a Satay variant to the Maggi Air Fryer series. The company has also repositioned its existing marinade mixes to fit the air fryer format, offering an effortless two-step process: marinate, then air fry.
The goal? Deliver authentic Malaysian flavors using fresh ingredients, all with the convenience today’s home cooks crave.
"Our chefs and food developers worked to craft these innovations through the smart combination of ingredients, leveraging Nestlé's sensory expertise and knowledge of local flavor profiles and trends," explained Swen Rabe, Head of the Nestlé Research and Development Center for Food in Singen, Germany. "These recipe mixes are just the latest examples of our ability to drive innovations that meet demand for modern cooking solutions like the air fryer."
Part of a Bigger Culinary Vision
A global strategy backed by innovation
The latest expansions in the UK and Malaysia are part of a broader global strategy. Nestlé has already introduced air fryer cooking solutions in Australia, New Zealand, and China, demonstrating its commitment to enhancing the modern cooking experience across markets.
Nestlé’s in-depth flavor knowledge and culinary research continue to drive this innovation. By offering precisely blended, ready-to-use seasonings and coatings, the company ensures consumers enjoy consistent, high-quality results with minimal effort.
"As one of our six 'big bets' for 2025, our modern cooking solutions have the potential to generate over 100 million Swiss francs in annual sales," added Nikhil Chand, reinforcing the strategic importance of the air fryer category within Nestlé’s global food business.
A Flavorful Future with Maggi
Empowering kitchens with convenience and taste
From perfectly crisp chicken wings to mouthwatering satay skewers, the new Maggi Air Fryer Range empowers home cooks to explore more without compromising on health or taste. With Nestlé’s continued innovation, air fryer fans in the UK and Malaysia can now enjoy greater variety, authenticity, and convenience in their everyday meals.
To learn more about the Maggi Air Fryer Range and explore recipes, visit https://www.nestle.com.