New Delhi, Monday, March 31, 2014: After the successful re-launch of the INR 1000 crore plus brand* Kurkure with an all new creative strategy, comprising an on-screen fun quirky Kurkure family of five celebs and a successful brand extension in the puffed snack category with 5 new shapes, PepsiCo India today announced that Kurkure is being manufactured and sold in Canada in key cities including Toronto and Vancouver as well as UAE & Gulf countries, where it is being manufactured in Saudi Arabia.
Research shows that South Asians are one of the largest minority groups in Canada, and among the fastest growing. Similarly in UAE and Gulf, South Asians comprise more than 20% of the population. Now, consumers in Canada and Gulf can buy fresh Kurkure as it is being manufactured in the Kentville Nova Scotia facility of PepsiCo Foods Canada and in Saudi Snack Foods Co. facility of PepsiCo Foods Saudi Arabia which feeds the UAE and Gulf region. With the new line, consumers in these countries can now enjoy freshly packed Kurkure which offers great taste.
Kurkure will be sold at a number of major retailers and convenience stores in these geographies. While the Indian product and brand architecture will be retained, the brand and marketing strategies will be led by the respective PepsiCo teams. The India team has collaborated with both the teams by sharing local learnings, in an endeavour to ensure consistent brand positioning, look and feel across markets.
Speaking on the occasion, Vidur Vyas, Sr. Director Foods Marketing, PepsiCo India said, “Kurkure is one of the most successful innovations for PepsiCo India foods and is a INR 1000 crore+ brand. We are proud that the lovemark brand has created a demand which transcends borders and will now be manufactured and sold in Canada, UAE and the Gulf countries.”
Sharing his thoughts on brand Kurkure’s journey, Vidur adds, “Over the last year, the all new Kurkure family has been the creative unifier in our efforts to create a mega brand with portfolio expansion and innovation. This has helped aid familiarity and acceptance for both our core collet range and recent introductions in the puffed snack range, strengthening our play in the category. The campaign has helped strengthen equity of the brand and has also led to double digit growth in volumes.”
15 years ago, Kurkure redefined the Indian snacking landscape by bringing an indigenously developed innovation product with a twist on traditional namkeens. Today it has grown into an iconic lovemark and is one of India’s most trusted brands in the Food Products category^. Its growing popularity has also spurred demand for the product in Indian communities abroad. This has led to Kurkure expanding its footprint globally with manufacturing & sales operations in many countries like Pakistan. Kurkure is currently being exported by PepsiCo India Foods to Nepal & Bangladesh.
Notes to the Editor: In line with the megabrand & portfolio expansion strategy, Kurkure revamped its creative strategy in late 2012. The brand scaled up its philosophy of ‘Tedha Hai Par Mera Hai’ with a megabrand campaign, signing on five new brand ambassadors who bring forward unconventional yet relatable modern Indian family to advance Kurkure’s journey in the Indian snack market.
As part of this mega brand strategy, based on the consumer needs, product proposition and personalities of the characters, Kurkure has over the course of the last year, used some or all of the stars to endorse products from its portfolio that has expanded to straddle three distinct snack formats. So be it the Choti Party Pack film to introduce an all new XL Pack or the three films around the three Indo International flavours to the more recent INR 5 Housefull campaign.
Today the Kurkure is a megabrand with a portfolio that straddles three distinct snack formats; Core Collet range with five flavour offerings namely the iconic Masala Munch, Hyderabadi Hungama, Chilly Chatka, Naughty Tomato, Green Chutney Rajasthani Style; the New & Emerging range under Kurkure Solid Masti Twisteez with three flavours & the Puffed Snack range that comprises of five variants namely Monster Paws, PuffCorn (two flavours each), ZigZag, Monster Smileys (one flavour each) and CornCups (two flavours).
The brand has consistently clocked healthy growth over the past few years, on the back of portfolio expansion, innovation and clutter breaking campaigns.
* Annual retail sales
^ Source: The Economic Times-Brand Equity Most Trusted Brands Survey
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in