Kurkure is a brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn. It is owned by PepsiCo through its subsidiary Frito-Lay. It was First launched in India in 1999 and nine years later, the snack was launched in Pakistan in 2008.[1][2][3][4] The snack is manufactured in India and Pakistan, and has limited availability in certain international markets such as Canada and the United Kingdom.[5][6][7][8] The word Kurkure means "crunchy" in Hindi and Urdu languages.
![]() Official logo | |
Product type | Cornpuff Sticks |
---|---|
Owner | Frito-Lay (PepsiCo) |
Country | India (country of origin) |
Introduced | 1999 2008 (Pakistan) | (India)
In India, it is manufactured in Sangrur, Pune, Howrah, Sonipat, Ranga Reddy, Vaishali and Kamrup whereas in Pakistan, it is manufactured in Gulberg, Lahore.
Ingredients
editKurkure is made from rice meal, edible vegetable oil[9] (palm oil), corn meal, gram meal, spices (such as turmeric), condiments, salt, sugar, tartaric, and E631. Kurkure is not completely vegan as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.
It contains natural, nature-identical, and artificial flavoring substances.[10]
Flavors
editIndia
edit- Masala Munch
- Green Chutney
- Chilli Chatka
- Hyderabadi Hungama
- Tamatar Hyderabadi Style
- Malabar Masala Style
- Masala Twists (Solid Masti)
- Chatpata Cheese
- Desi Beats
- Naughty Tomato
- Angry Tomato
- Xtreme Electric Nimbu
- Xtreme Risky Chilli
- Puffcorn (Yummy Cheese)
- Monster Paws
- Zig Zag
- Puff Corn
- Corn Cups
- Monster Smilees
- Monster Paws
- Butter Masti
- Kurkure triangles
- Khatta meetha
- Sizzling hot
- Solid masti
- Multigrain
- Chaat fills
- Gazab Golmaal
- Herapheri Hungama
Pakistan
edit- Red Chilli Jhatka
- Chutney Chaska
- Toofani Mirch
- Toofani Masala
Launching
editKurkure was originated in India in 1999; in 2001 Indian television actresses Mandira Bedi and Pooja Ghai appeared in few commercials of Kurkure and served for the new brand .[11] In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[12] and from 2008 Kareena Kapoor was endorsing a new range (Kurkure Desi beats) under the main brand .[13] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[14] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[15] In 2019 Samantha Ruth Prabhu and Taapsee Pannu acted in Hindi, Tamil and Telugu commercials of Kurkure.[16][17] In 2021 and 2022 Akshay Kumar appeared in Kurkure commercials along with Kritika Kamra and Samantha Ruth Prabhu.[18][19] In 2024, actress Sara Ali Khan acted in Kurkure's Hindi commercial.[20]
Kurkure was launched in Pakistan in 2008.[1][2] Actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure in the country.[21][22]
In November 2006, Frito-Lay announced plans to release Kurkure to American markets in 2007.[23] This decision was made after analysts showed increasing interest in Indian spices in the region.[24] Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.[25]As of 2010, Kurkure is available in Eastern Canada.[26] As of 2013, Kurkure is available in Western Canada.
References
edit- ^ a b "Our Brands: Kurkure". pepsico.com.pk.
- ^ a b "FritoLay's Kurkure brand to set up shop in Pakistan". dnaindia.com. 14 September 2007.
- ^ "PepsiCo India - Kurkure". pepsicoindia.co.in. Archived from the original on 2012-10-09. Retrieved 2012-01-09.
- ^ "How PepsiCo's Kurkure managed to grab and retain snack market share". 19 July 2014. Archived from the original on 2022-02-09. Retrieved 2022-02-09.
- ^ Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Archived from the original on 2013-01-16. Retrieved 2012-07-23.
- ^ "Kurkure goes to UK". Rediff.com. 2004-12-31. Archived from the original on 2012-10-24. Retrieved 2012-07-23.
- ^ "PepsiCo aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Archived from the original on 10 July 2018. Retrieved 11 July 2018.
- ^ 2021-08-26T07:46:00+01:00. "Kurkure snack brand to launch in the UK". Convenience Store. Archived from the original on 2022-04-05. Retrieved 2022-03-26.
{{cite web}}
: CS1 maint: numeric names: authors list (link) - ^ "Kurkure Business In India – Spicing Up The Market". aatmnirbharsena.org. 5 Nov 2020. Archived from the original on 24 June 2021. Retrieved 7 November 2020.
- ^ "Product Information" (PDF). PepsiCo India. Archived (PDF) from the original on 2023-01-04. Retrieved 2023-01-04.
- ^ "kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota". timesofindia.indiatimes.com. 9 December 2001.
{{cite news}}
: CS1 maint: url-status (link) - ^ Adesara, Hetal (31 May 2004). "Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success". indiantelevision.com. Archived from the original on 16 July 2012. Retrieved 23 July 2012.
- ^ "Kareena Kapoor endorses Kurkure Desi beats". bollywoodhungama.com/. 28 November 2008.
- ^ Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India Archived 2011-10-11 at the Wayback Machine. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.
- ^ "Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-03.
- ^ "The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai". adageindia.in. May 30, 2019. Archived from the original on June 24, 2019. Retrieved June 24, 2019.
- ^ "Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador". exchange4media.com. 15 February 2019.
- ^ "The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra". brandequity.economictimes.indiatimes.com. 20 April 2021.
- ^ "Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad". brandequity.economictimes.indiatimes.com. 11 January 2022.
- ^ "Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan". afaqs.com. 19 February 2024. Archived from the original on 13 March 2024. Retrieved 13 March 2024.
- ^ Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Archived from the original on July 11, 2018. Retrieved July 11, 2018.
- ^ Anusha Sachwani (2 October 2019). "Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!". brandsynario.com. Archived from the original on 29 October 2020. Retrieved 14 November 2019.
- ^ "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Archived from the original on 12 February 2012. Retrieved 23 July 2012.
- ^ Kurkure Masala Munch 5 Oz by PepsiCo. ISBN 2584695235.
- ^ "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Archived from the original on 13 February 2009. Retrieved 23 July 2012.
- ^ "Pepsi markets goes Global". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-06.