Nestlé is planning to launch advertising campaigns that are going to highlight the “reliable facts” about its brand of Maggi instant noodles. This has been decided after the Supreme Court revived the government’s class action lawsuit against the company in the National Consumer Dispute Resolution Commission (NCDRC). This campaign will start on 5th January.
Nestle India spokesperson said, “Our approach as a credible, reliable and responsible company is to always communicate with consumers about facts, in a simple, clear and transparent tone and manner. What you will see in the print ads, which will be published in the next few days, is just that.”
In the year 2015, Food Safety Standards and Safety Authority of India (FSSAI), banned Maggi noodles because of the excess of lead content and mislabelling the monosodium glutamate flavour enhancer. The noodles were eliminated from the country, and the company suffered a huge loss of 450 million rupees and almost 30,000 tons of products were destroyed. During that time the “Maggi noodle safety” campaigns were launched by Nestlé through the print, television, YouTube and social media platforms, including Facebook and Twitter, but that was too late by that time. The brand had already been questioned and had been removed from the shelves.
Nestle’s current market share is close to 60%. The presiding judge, Judge DY Chandrachud, on the judgement said, “Why should Maggi noodles have a lead? I would be reluctant to eat Maggi with lead. Why should children eat Maggi with lead? ”
Nestle lawyer Rajesh Batra said in court, “Reports show that lead is below the detectable limits in some samples and only minuscule amounts of lead in others. We have explained that lead is present everywhere and, therefore, after proper scientific evaluation, a limit of 2.5 parts per million (PPM) is set as the permissible limit. We do not add lead to the product and tiny quantities can come from purely external sources such as air, water and grains.”