The Birth of a Culinary Icon: The Story of Cubo Maggi

When Nestlé acquired Cubo Maggi in 1947, it was a match made in heaven. The brand had already become an icon of its time, with its Bouillon Kub featuring in a painting by Pablo Picasso. The product's popularity was so great that competitors were furiously copying the formula. Julius Maggi's instant stock was shaped into a perfect cube and wrapped in the brand's distinctive colors, making it an instantly recognizable symbol on store shelves.

But Cubo Maggi's success wasn't just limited to its iconic bouillon cube. The company also introduced innovative marketing strategies, such as giving out free samples of hot soups and bouillons from silver urns on street corners and operating a loyalty scheme that rewarded customers with prizes like coffee machines or Japanese lacquered cabinets.

Maggi vans became a familiar sight on city streets, dispensing hot meals to the masses. The company also recognized the power of public transport advertising, plastering posters on trams, railway carriages, and even bateaux-mouches sailing along the Seine in Paris.

But Cubo Maggi's impact went beyond just its marketing savvy. Julius Maggi was a pioneer in his field, introducing some of the world's first instant soups and seasonings to form the basis for consommés, soups, and sauces. He also developed powdered pea and bean flours, which were groundbreaking at the time.

Maggi's innovations were driven by a desire to improve people's lives. He was inspired by his encounter with Dr. Fridolin Schuler, who believed that pulses could be the key to solving malnutrition and disease in working-class communities. Maggi realized that pulses were not only nutritious but also easy to digest, making them an ideal solution for busy households.

The partnership between Maggi and Schuler was a game-changer for the company. It led to the development of new products that catered to the changing needs of society. As women began spending more time in workplaces and less time in their kitchens, Maggi's products became a convenient and filling option for families.

Today, Cubo Maggi remains one of the most iconic food brands in the world, with its bouillon cube still a staple in many households. The company's legacy is a testament to Julius Maggi's vision and innovation, which transformed the way people cook and eat around the world.

Cubo maggi