Brand Tone

Personable, passionate, and educational. The voice is deeply rooted in the personal story and warmth of its founder, creating a welcoming invitation into her kitchen and heritage. It is friendly, approachable, and aims to demystify African cooking.

Brand Values

• •Authenticity & Heritage
• •Community & Connection
• •Quality & Natural Ingredients
• •Accessibility & Empowerment
• •Resilience & Positivity

Best Practices

• •Lead with the "Why": Always circle back to the brand's origin story. Whether in an ad or a social post, referencing Maggie's heritage, her grandmother's teachings, or the community in Wales reinforces authenticity.
• •Use "We" and "I": Employ a personal and inclusive voice. "I" (referring to Maggie) can be used for storytelling and sharing personal anecdotes, while "we" can refer to the company and its community, making the audience feel included.
• •Educate, Don't Intimidate: Frame content around helping and inspiring the customer. Instead of just showing the product, show what it can *do* for a simple meal. Provide easy recipe ideas and tips to make African flavors feel accessible and fun.
• •Emphasize Quality and Natural Goodness: Consistently mention key product attributes like "plant-based," "small-batch," "no artificial colors," and "locally sourced where possible." This appeals to conscious consumers and justifies the premium quality.
• •Engage with Passion and Warmth: In all communications, especially when responding to customers on social media, maintain a warm, passionate, and grateful tone. Every interaction is an opportunity to reflect the brand's welcoming and community-focused values.

Social Perception

Overwhelmingly positive, centered on the high quality of the products and the inspirational story of the founder. Perceived as high-quality, flavorful, authentic, and trustworthy. The founder is seen as an inspirational figure due to her journey and community involvement. Some feedback suggests potential improvements in packaging and labeling.

Copy Examples

• •Turn your midweek meal from simple to sensational! ✨ Our founder, Maggie, learned from her grandmother that the secret to unforgettable food is a little bit of love and a dash of spice. Just a spoonful of our award-winning Hot & Sweet Chilli Sauce brings the perfect balance of heat and flavor to any dish. What will you add an African twist to this week? #MaggiesAfricanTwist #EverydayDish #FamilyRecipes
• •From Nana's Kitchen to Yours. Discover sauces and spices born from generations of African tradition, made with passion in the heart of Wales. Add a twist of flavor to your everyday cooking.
• •Tired of the Same Old Flavors? It's time to shake things up! Maggie's African Twist is more than just a hot sauce—it's your new secret ingredient. Handcrafted in small batches with natural, vegan ingredients, our sauces bring authentic African vibrancy to your stews, marinades, and dips. Ready for a taste adventure? Explore Flavors
• •Maggie's Original: The One That Started It All. This is the sauce that customers at our first market stall told us we *had* to bottle. Inspired by the classic, peppery flavors of West Africa, our Original Chilli Sauce is a versatile powerhouse. With a heat that builds beautifully without overwhelming, it’s perfect for everything from eggs at breakfast to a marinade for your evening grill. Vegan, gluten-free ingredients, and no added sugar—just pure, authentic flavor.
• •We believe food connects us all. From our start at a Welsh farmers' market to kitchens across the UK, our joy is sharing the vibrant flavors of our heritage. Thank you for being part of our community! ❤️ #Community #FoodIsLove #AfricanTwist