Nestle chief working to restore company’s image after Maggi ban

Nestle chief Paul Bulcke said he has learnt good lessons from India's ban on the firm’s hugely popular Maggi noodles over a health risk and is now working to restore its image. He insisted that Maggi was 100% safe.

Bulcke further said that the packaged food was unfairly fingered by many around the world as a health scare, reported AFP.

The Switzerland-based food giant's reputation took a bashing "because it's a big brand and that (ban) made a lot of waves," the Belgian chief executive told AFP in an interview.

On June 5, India's food safety regulator banned Maggi as tests showed that the noodles contained excessive amount of lead which is hazardous for health.

The largest food company by revenues is now challenging the order and is in the process of destroying over 27,000 tonnes of Maggi noodles after halting production.

There were reports that Nestle India has decided to destroy the recalled Maggi noodle stocks at cement plants nationwide.

According to the company, the ban had led to $50.5 million worth of goods being withdrawn.

Nestle had already announced it was pulling the product from sale when the Food Safety and Standards Authority of India imposed a ban following similar moves by some state governments.

"One can have facts on one's side but it's the perception that counts. Food has never been safer. But there is this perception and we have to work on that. We have to reconnect with consumers," he told the news agency.

According to Brand Finance, a consultancy firm, Maggi is set to lose over $200 million in brand value following the setback in India.

Maggi was previously valued at $2.4 billion, Brand Finance said, adding that it had ranked the noodle manufacturer as the 23rd most valuable food brand in the world.

"The only thing that interests me is to have the product back as soon as possible and that things are cleared up," said Bulcke, who took over as Nestle's chief executive in 2008.

"We are doing all we can to make contact with Indian authorities at the earliest," he said.

Nestle notched up sales of $14.4 billion in ready-to-eat and ready-to-cook meals last year, the third most profitable sector for the company after soft drinks and milk products and ice cream.
(Image: Reuters)