Maggi enters the NFT market with OneRare; now owns a digital part of this iconic noodle brand

by James · April 3, 2023

We sit down for a chat with Supreet Raju, Co-Founder, OneRare to talk about their latest foray into NFTs with Maggi. Here is the interview.

Updated April 3, 2023 | 17:50 IST

Please explain in detail your recent collaboration with Maggi

MAGGI is a leader in the culinary industry and has been known for innovation and experimentation in India for over four decades. And now the brand is taking its love of food and technology to the next level by partnering with OneRare and venturing into the world of blockchain technology.

OneRare is launching its iconic offerings – MAGGI Noodles , MAGGI Masala-ae-Magic and MAGGI Hot & Sweet as digital collectibles in the Foodverse . MAGGI lovers around the world can use these ingredients to create 16 unique MAGGI dishes through the brand recipes and discover an innovative way to collect digital assets and celebrate the brand.

In today’s digital age, where brands need to connect with audiences through digital transformation, MAGGI’s foray into the Foodverse demonstrates its commitment to constantly adapt to changing times while staying true to its core values.

What innovations can one expect to see through this collaboration?

The launch of MAGGI’s digital collectibles in the OneRare Foodverse marks a significant shift in the F&B industry, redefining customer engagement and creating a benchmark for others to emulate. With this first foray into NFTs, Maggi fans can create iconic recipes using some of the most popular products and gain new insights into how to use Maggi products in their kitchen, while having fun with their virtual avatar in our games.

These collectibles are not only valuable, but they also have real tools. We will collaborate to bring a virtual MAGGI experience in the Foodverse where fans of the brand can come together to play games, win NFTs and celebrate the love of MAGGI. These experiences and virtual assets are a great way to explore new avenues for marketing and customer acquisition.

How is this collaboration different from that with celebrity chefs and other brands?

OneRare believes that the needs of each brand are different, and we work to create a customized experience for each of our partners. For chefs, using NFTs leads to creating loyalty clubs, Phygital Cookbooks and leveraging their popularity to tap into a global audience. On the other hand, MAGGI is one of the most popular brands worldwide and for them we have focused on celebrating this love for Maggi with a dedicated week of dishes that focus on showing users how to use Maggi products in their kitchen . This use case allows the public to discover MAGGI in a whole new way, while becoming part of the virtual MAGGI community that comes alive on the blockchain.

How has OneRare as a brand benefited from that?

MAGGI’s entry into the Foodverse is a great step in showing how established brands are making their first move into Web3. Blockchain has huge potential to change how the food industry works, and we at OneRare are constantly striving to make this technology journey easier for brands. Working with the Maggi team has enabled us to understand the pain points of larger brands when it comes to embracing new technologies and what actually works for them as they venture into this new world. With the launch of Maggi, we see more food brands keen to follow in their footsteps. These are very exciting times for us and we can’t wait to see how things unfold in the near future.

How Metaverse space will now transform and reshape the future of FMCG industry in India.

The FMCG industry will greatly benefit from Metaverse, which has the potential to revolutionize any sector. With Metaverse, Indian FMCG brands can market their products on a global scale, free from the constraints of location logistics. This opens up a new realm of virtual engagement for both brands and customers, as brands can establish virtual outlets and stores in the Metaverse, giving users an immersive experience of their offerings. Furthermore, Metaverse presents a unique opportunity for brands to create worldwide loyalty programs and host virtual events, bringing together the physical and virtual worlds to offer a new experience to their customers. These developments will create new avenues for FMCG brands to explore in terms of marketing and monetization in India and globally.