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Maggi Souper Roni

Souping up for kids


Nestle is one of the world’s biggest producers of food products, and positions itself as a nutrition, health and wellness company, creating food and beverages for all occasions, from morning to night. Maggi Souper Roni is a healthy soup product catering to Indian kids.


The Nestle team wanted to create a soup product that would appeal to mothers AND kids, doubling purchase incentive. Kids found vegetable soups to be boring and unappetizing, while mothers struggled to find quick and nutritious ways to fill them up. We were tasked with the challenge of having to find a way to communicate health to mothers and fun to kids, in one package design.


Brand New Day created kid appeal using cartoon-style typography and caricatures of vegetables, integrating them on pack with the fun-shaped and filling macaroni ingredient in the actual photograph of the soups. Staying true to the yellow and red Maggi brand equities, less front-of-pack nutrition information, and unique standing format, became an appealing solution to mums and kids.