- MAGGI® Sah Malaysia campaign has concluded with the distribution of 50,000 meal kits to B40 communities as part of MAGGI®’s commitment to uplift the lives of B40 communities through balanced and affordable cooking over the next few years.
- The distribution across the 14 states in Malaysia ended on 23rd December 2020 despite limitations to movements and social activities following the COVID-19 pandemic.
As part of efforts to rally support for communities in need, MAGGI® launched the inaugural MAGGI® Sah Malaysia campaign in August last year with the aim of donating a total of 50,000 meal kits to B40 communities across Malaysia. The initiative, which provides essential food items to support the lower income communities to cook affordable and nutritious everyday meals is in line with Nestlé Malaysia’s wider efforts to bring relief to vulnerable communities especially in these challenging times.
The donation of meal kits was realised through the MAGGI® Sah Malaysia Shop & Reward Contest, which aimed to rally Malaysians to support communities in need. With every purchase of any MAGGI® product, consumers were able to participate in the contest and in turn, helped to provide essential food items to the B40 community in the form of meal kits. These meal kits provided the beneficiaries with essential food items to cook affordable and nutritious meals for their families.
The total number of contest entries received over the 2-month contest duration from across 14 states exceeded 500,000, raising a total of 50,000 meal kits for the B40 community across Malaysia.
One of the key partners for this initiative is MyKasih Foundation, a local non-profit organisation that assists underprivileged families and students through food aid and education. Other partners include Padiberas Nasional Bhd through its subsidiaries Jasmine Food Corporation Sdn Bhd, Sazarice Sdn Bhd & Liansin Trading Sdn Bhd. These meal kits directly aided 50,000 B40 households across the nation, helping them prepare tasty and balanced everyday meals with MAGGI® and other Nestlé products.
Some of the B40 communities shortlisted as beneficiaries of the meal kits include PPR Pangsapuri Enggang in Selangor, Kampung Sireh in Kedah, PPR Puri Warisan in Sabah, as well as PPR Taman Dahlia and Kampung Pinang in Sarawak. The meal kits were first collected by respective block representatives in each location whilst adhering to safety guidelines and measures in place, and thereafter distributed to each household by going door-to-door at staggered timings.
“MAGGI® is privileged to be the trusted brand in Malaysian households for over 50 years, assisting many families in creating affordable, tasty and balanced homemade food every day. The pandemic has impacted the B40 community the most, with many struggling to put balanced and nutritious food on the table for their families. Our aim was to instil hope and tap on our fellow Malaysians’ strong community spirit to come together and help the B40 community through the MAGGI® meal kit initiative,” says Geetha Balakrishna, Business Executive Officer, MAGGI®, Nestlé (Malaysia) Berhad.
She adds: “Staying true to our purpose of Cook the Difference, this initiative is part of MAGGI®’s ongoing commitment to support healthier cooking and eating habits especially among the B40 communities. Our upcoming MAGGI® B40 Programme helps with educating the community on the importance and affordability of creating tasty, well balanced meals and raising awareness on enhancing nutrition through choice of ingredients and cooking methods. This will be done through a multitude of activities which aim to emphasize that balanced everyday meals can be prepared easily and quickly with accessible ingredients – all under RM10. Tapping on our knowledge in the kitchen, we are in a position to help the community understand that balanced, wholesome meals can be tasty, convenient, accessible and ultimately affordable.”