Noodle brand Maggi is hoping to spice up noodle aisles with the launch of three bold new Korean-inspired flavours - Gochujang Beef, Kimchi Chicken and Spicy Cheese - in a move designed to tap into the UK’s growing interest in Korean cuisine.
Each recipe has been crafted to balance the complex sweet-heat and umami profiles that Korean food is known for.
Also, and in a UK first, Maggi teamed up with creative studio Unusual Service to create three incredible portrait artworks of iconic Korean celebrities - made entirely from the new range of noodles, embellished with complementary ingredients.
The intricate sculptures required 149 hours of meticulous crafting and equate to nearly 1.8km of noodles for the completed works.
To celebrate the flavours, the bespoke noodle portraits perfectly reflect the range’s core characters, Maggi said.
Fans will be able to get a closer look at the three noodle masterpieces in the heart of London’s Soho at a three-day Maggi pop-up experience from 3-5 July.
Danielle McAreavey, head of marketing for Maggi UK and Ireland, said: “We wanted to do more than just launch new flavours; we wanted to capture the soul and main character energy of Korean cuisine.”
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