evidence: Although Indomie noodles quickly became a staple in Nigeria with the younger generation thanks to a successful marketing campaign, they were not the first brand to enter the market: Maggi is a Nestlé-owned product, popular in India. "Maggi noodles tried to win adults over, and they failed woefully and packed up. Indomie saw this error and took a different strategy," Opeyemi Famakin, a popular food critic in Nigeria, told the Guardian. "Go for the kids. Catch them young so they grow with you and, by default, become loyal. Millennials in Nigeria grew up eating Indomie. They [were] also sold the two-minute cook time. No dish in Nigeria cooks as fast as two minutes." [...] A recent report by Napi into ultra-processed foods claimed that advertising for Maggi noodles "deliberately conceals important information" such as very high sodium levels – a 70g packet contains about a third of a person’s recommended sodium intake.