It's Hip To Be a Cube: Maggi Bouillon Unwrapped

Gravy

In the episode “It’s Hip to Be a Cube: Maggie Bouillon Unwrapped,” Gravy producers Katie Jane Fernelius and Ishan Thakore take a deeper look at a humble but ubiquitous pantry staple—the bouillon cube. As many home cooks know, these dehydrated cubes of salty, umami flavor dissolve in water to create a makeshift broth. But the result is much more than soup. For immigrants to the American South, for example, bouillon cubes carry powerful sentiments of nostalgia and home.

Approximately 120 million Maggi bouillon cubes are sold each day. It’s a testament to the reach and ubiquity of the Nestle brand, arguably the most notable brand of bouillon cubes—just as many people call a tissue a Kleenex, so do many people call bouillon cubes Maggi.

In fact, if you were to go to an international supermarket, you’d find dozens and dozens of varieties of Maggi. Some would be sold in packages labeled in Arabic, others in French or English… each with its own flavor profile specific to regional cuisines: Djon Djon. Golden Beef. Poulet. Tomato. Ginger and Garlic. Naija Pot.

Maggi’s diversity of flavor profiles speak to just how readily the little cube has been adopted into so many kitchens around the world. And it’s not uncommon for cooks to say it’s the secret ingredient to their favorite local dish.

So, how did Maggi manage to become both a global juggernaut and hometown hero?

In this episode, Fernelius and Thakore trace Maggi’s path from Swiss laboratories in the late nineteenth century, to Cubism, to postcolonial countries across the Global South, to a beloved Nigerian restaurant just outside of Atlanta, Georgia. They speak to Toyin Adesayo, chef and owner of Toyin Takeout in Marietta, Georgia; Nadia Berenstein, an award-winning food writer and scholar of flavor; and Nigerian chef, writer, and activist Tunde Wey. Through these conversations, they learn why the little bouillon cube has become so special to so many.

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