Julius Maggi was a Swiss miller who took over his father’s business. It was the 1880s; Europe was increasingly industrialized with more and more women joining the workforce. These working women found it difficult to get enough time to cook nutritious food for their families. Julius Maggi wanted to provide healthy and delicious food supplies for these working women.
He worked to create new flour from pulses. After two years of research, he introduced powdered pea and bean flours in 1884, followed by one of the world’s first instant soups. His products were a huge success that revolutionized the way millions cooked in the years that followed.
Julius Maggi invested a lot of money in advertising and exploited the possibilities of advertising on public transport. Maggi vans gave out free samples of hot soups and also did poster campaigns. A brand like Maggi was quick to grow and become international. In 1947, it was acquired by Nestle, another Swiss brand with the same visionary approach towards food.
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