Maggi products help bring out the best in every meal. Quick and easy solutions - like bouillons cubes, soups, seasonings, and sauces - to aid cooking and add flavor.

More than that, Maggi believes that the kitchen is a place of experiences and discoveries. But, there is still a gap when it comes to accessibility.

The gastronomic universe is very visual. Cooking shows and cookbooks have a powerful visual appeal. And the 6.5MM of visually impaired Brazilians don't feel covered and supported.

Thus, Maggi brings a direct solution that opens the kitchen and all its sensations for that special group of people. This group now have an important tool for social inclusion through Cooking Blindly, the first culinary sensory guide for people with visual impairments. The guide will help transform the lives of these specific target audience group, and it will take Maggi to another level.

Cooking is an experience for the senses. All of them.

So, to create a culinary guide for people with visual impairments, we brought different sensorial experiences that go beyond visual stimuli, but experiences for each of the senses. An original experience with an immersive design.

Smell: 37 different scents of most used herbs, spices and cheeses.

Touch: 3D printed recipe dishes; maps of animal proteins, with different densities for each type of cut; kitchen utensils with different textures; in addition to all Braille content.

Hearing: QR Code with audio transcription of all 130 pages of the guide. In addition to being a presentation for those who don’t read Braille, we present sounds from the kitchen.

Low vision: Bigger and contrasted typeface, so people with different types of visual impairment can read.

Taste: 15 of the most popular Brazilian cuisine recipes selected with technical culinary support from the Nestlé Recipes unit.

In partnership with the largest foundation for the blind in the country, we identified the main difficulties people with visual impairments have when cooking, like identifying spices, differentiate cuts of meat or using kitchen utensils. So, we brought the audience to the center of the project. All pages of the guide were co-created with people with visual impairments and tested by them. After all, they are directly impacted by this guide. Once ready, the guide became a tool for them to be able to cook, each in their own way. The experience of the guide for each person differs according to interest, prior knowledge of cooking and level of visual impairment.

After two years of research and development, Maggi brought together the basic principles of cooking with the expertise of the Dorina Nowill Foundation, the largest organization dedicated to the inclusion of people with visual impairments in the country, to give life to a project that explores the kitchen through the senses: smell, touch, hearing, low vision and taste.

Throughout the 130 pages, the guide brings different stimuli through aromas, textures, and sounds, besides special cooking utensils fully adapted.

First four copies of the guide are available at the Dorina Nowill Foundation's headquarters as an instrument for rehabilitation courses where over 1500 people with visual impairment are assisted. Classes are 1 to 1 as is the experience with the guide, a personalized experience according to the needs of each visually impaired person.

The next step is to increase production and take other copies of the guide to other institutions in Brazil.

The blind community embraced the cause: for the first time there are no more barriers in the kitchen.

Over 1500 people will be assisted at the Dorina Nowill Foundation's headquarters as soon as the rehabilitation classes return. In addition, Governments and other companies reached with partnership proposals. The idea is to expand the project to different regions of the country.

The guide will help transform people's lives with visual impairments, and Maggi will help change behavior, the way brands and society see accessibility design in the kitchen.