Whole grains and vegetables

Our commitment:
Help increase consumption of whole grains and vegetables, including via healthier home cooking

Our objectives

Healthy eating in focus
Healthy eating in focus: Maggi Cooking Lesson Programmes teach balanced home cooking and healthy meal structures to children.

By 2015 – More whole grain than any other ingredient in any serving of children’s or teenagers’ breakfast cereals.

By 2015Maggi Cooking Lesson Programme will be ongoing in 30 countries.

By 2015 – 90% of Maggi product portfolio worldwide promoting home cooking and meals with vegetables.

Our progress

At the end of 2013, our Maggi Cooking Lesson Programme was taking place in 16 countries (2012: eight countries), teaching balanced home cooking and a healthy meal structure. To date, 68% of the Maggi product portfolio promotes home cooking and meals with vegetables. We have also introduced more whole grains than any other ingredient in at least 74% of servings of our children’s or teenagers’ breakfast cereals (2012: breakfast cereals with the Green Banner on-pack contained at least 8 g whole grain per serving).

Our perspective

Whole grains and vegetables are important sources of beneficial nutrients like fibre, vitamins and minerals, and consumption surveys around the world indicate that current diets do not contain sufficient amounts. We are committed to help improve this. But increasing the whole grain content in a recipe presents many technological difficulties: it can impact the appearance and texture; sometimes, it increases bitter notes in the flavour; and it can also reduce shelf life and productivity in our factories, due to more complex handling of the grains. We have various innovation and renovation programmes running to overcome these hurdles. The challenges with increasing vegetable consumption are no less numerous considering their water content and the need to preserve their colour, texture and vitamin content. In parallel to our work on our product recipes, we focus on promoting simple and appetising ways to prepare and serve fresh vegetables as part of family meals.

Related content

Find out more in our Creating Shared Value full report


Children’s products are defined as products for which 50% or more consumers are below 12 years of age, or are designed for or perceived as being designed for this age group.

Teenagers’ products are defined as products for which 50% or more consumers are below 18 years of age and within this, more teens than children.