Maggi, a global brand from Nestle, is launching its first-ever non-fungible tokens (NFTs) in the One Rare Foodverse.

A leader in the culinary space, Maggi has been at the forefront of innovation and bold experimentation for over 40 years in India. With a product loved by all age groups, it is now set to embrace blockchain technology to reach out to fans and foodies in an all-new avatar, a media statement from One Rare said yesterday.

Partnering with OneRare, Maggi will be launching its ‘iconic offerings’ —recipes made with Maggi noodles, Maggi masala-ae-magic and Maggi hot & sweet as NFTs that can be used in the Foodverse, the statement said.

In a world where digital transformation is a key element for brands to connect with their audience, Maggi’s pioneering move into metaverse shows its endeavour to constantly adapt to changing times without losing sight of the core values.

“Cooking in India is undergoing a digital transformation. These are exciting times where everyone is engaging in cooking, regardless of their skill and expertise. Maggi has been an ally to the Indian homemaker for over 40 years and we have always been at the forefront of innovation.

“In our latest innovation in the virtual world, we are proud to launch our first-ever NFTs in the OneRare Foodverse. With this partnership, we bring to people an immersive cooking experience, designed to bring alive the pleasure that people derive from the process of cooking, without any physical cooking involved,” said Rajat Jain, Head, Foods Business, Nestle India.

“We’re thrilled to partner with an iconic brand like Maggi,” said Supreet Raju, Co-founder of One Rare, in a statement, adding, “This ground-breaking move demonstrates the potential of blockchain technology in transforming the F&B industry, and we’re thrilled to bring these NFTs to life on the blockchain.”