Kurkure expands portfolio; doubles snack range for every Indian everywhere Rolls out 15 new snack offerings
New Delhi, India, May 5, 2016: Kurkure, the iconic Indian snack brand from PepsiCo, today announced the launch of a vast new range of snacks. Kurkure introduced 15 new snack offerings like South Tangy Twist, Chiwda Mix for the West, Punjabi Chatka, Shahi Mix, Navratan Mix; to address the diverse Indian palette. These snacks will be available in 150 different pack offerings to cater to different consumption occasions, at different price points. With this, Kurkure now straddles across the current range of snacking formats available in the market, while bringing in new innovations like Butter Masti & Karare Peanuts that excite the Indian palette.
Speaking at the conference, Partho Chakrabarti, Vice President- Snacks Category, PepsiCo India said, “The last few months have been really exciting for Kurkure. We introduced a new range of namkeens and flavours to address diversity in palettes, size preferences and budgets of Indian consumers and the initial response has been great. Kurkure has always been the most loved Indian snacking brand. With the new expanded range Kurkure is now truly a master brand spanning all Indian snacking.”
Families bonding over snacks and conversations have always been at the core of brand Kurkure. It has constantly re-invented itself to remain relevant to the Indian ethos and culture. Over the years the brand has celebrated families, festivals with its unique consumer engagements/ initiatives like ‘Chai Time Masti’, ‘Why So Sweet’, and ‘Fly Home Free’.
In yet another pioneering initiative, Kurkure will travel across the country over the Asia’s largest railway network* with India’s first food train, the Kurkure Family Express. Trains are the quintessentially about families, conversation and snacking and hence builds synergies for Kurkure as a platform to engage. Kurkure Family Express, a unique initiative brings families together this holiday season for a fun filled Kurkure culinary extravaganza. Food aficionados Rocky Singh and Mayur Sharma will host 40 different families across the four zones over an eight day journey across India. The journey will entail different fun recipe contests where families will compete with each other to win. Four lucky families will be sent on an all-expenses paid culinary trip to Europe. Families will also have a chance to be the face of the Kurkure brand and get featured on Television Commercials, Digital platforms and other marketing initiatives.
For the first time ever, Kurkure reached out to art students across the country, through a contest to bring alive their interpretation of consumers’ love for Kurkure. Their artworks were then selected by a panel of judges comprising Art Directors, Brand Custodians and Culinary Experts. Their designs will be used to adorn the full train bogeys covering more than 800 sq feet of the train exterior as well as interiors.
He added, “Kurkure has been radical when it comes to placing its brand in the hands of its consumers. Whether it is featuring them in brand advertising or bringing alive their interpretation of it, we continue to create opportunities for them to express their love. The Family Express will feature 10 unique art works by design students and family moments from train journey will also be captured for the new television campaigns that will go live in mid-June.”
The Kurkure Family Express will leave Delhi on May 16th and travel across the country, through 12 cities including Sawai Madhopur, Surat, Lokmanya Tilak Terminal (Mumbai), Pune, Tirupati, Chennai, Vijaywada, Bhubaneshwar, Chitpur (Kolkata), Mughalsarai and Kanpur Central before culminating at Delhi. Families will embark and disembark at the four metro stations.
Kurkure- a product that was developed in India, has established a strong connect with consumers across the country as a great tasting ‘namkeen’ snack. Kurkure is one of the eight brands in PepsiCo India’s portfolio, each of which bring in over INR 1000 crore in annual estimated retail sales. The expansion of the Kurkure trademark across different salty snacking formats is a reiteration of PepsiCo’s endeavour of building out strong master brands in its India portfolio. Today Kurkure is also available in many international markets.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC 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 62 plants across the country. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing 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