Kurkure

Kurkure is a brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn, owned by Lays. It was launched in 1999 in India.[1][2] The snack is currently being manufactured and sold in India, Pakistan and Bangladesh. The snack has limited availability in certain international markets such as Canada and the United Kingdom.[3][4][5][6]

Not to be confused with Kurkura.
Kurkure
Official logo
Product typeCornpuff Sticks
OwnerLays (via Frito-Lay)
CountryIndia
Introduced1999 (1999) (India)
2007 (2007) (Pakistan)
2015 (2015) (Bangladesh)
MarketsIndia
Pakistan
Bangladesh
United Arab Emirates
United Kingdom
Canada
United States
Nepal
Websitepepsicoindia.co.in/kurkure

The word Kurkure means "crunchy" in Hindi language.

In India it is manufactured in Sangrur, Pune, Howrah, Sonipat, Ranga Reddy, Vaishali and Kamrup. In Pakistan it is manufactured in Gulberg, Lahore.

Ingredients

Kurkure is made from rice meal, edible vegetable oil[7] (palm oil), corn meal, gram meal, spices (such as turmeric), condiments, salt, sugar, tartaric, and E631. Kurkure is not completely vegan as the PepsiCo website in a pdf listing the ingredients show milk solids as one of the ingredients.

It contains natural, nature-identical, and artificial flavouring substances.[8]

The ingredients are different in the UK.

Flavours

India

In India Kurkure is available in the following flavours:[1]

  • Masala Munch
  • Green Chutney
  • Chilli Chatka
  • Tamatar Hyderabadi Style
  • Masala Twists (Solid Masti)
  • Desi Beats
  • Naughty Tomato
  • Puffcorn (Yummy Cheese)
  • Monster Paws
  • Hyderabadi Hungama
  • Lime pickle
  • Zig Zag
  • Puff Corn
  • Corn Cups
  • Solid Masti
  • Monster Smilies
  • Tangy Tamato
  • Butter Masti
  • Kurkure triangles
  • Khatta Meetha
  • Multigrain
  • Chatpata Cheese

Kurkure is also made in other limited edition flavours for various occasions like Puja or Diwali.[9][10]

Pakistan
  • Red Chili Jhatka
  • Chutney Chaska
  • Salt & Pepper Masti
  • Sweet Lime Chatpat
  • Dahi Papri Chaat
  • Barbecue
  • Cream N’ Onion
  • Cheese N’ Garlic
  • Hot N’ Spicy
  • Sour Cream Maska
  • Halke Phulke
  • Cheese Karara
  • Toofani Masala
  • Toofani Mirch
  • Naughty Tomato
  • Khata Meetha
  • Kurkure Triangles
  • Kurkure Poppers
  • Kurkure ZigZag
  • Kurkure Nimko
  • Kurkure Tubes
  • Corn Puffs

As in Pakistan, Kurkure is also available in other limited edition flavours for various occasions like Eid or Ramadan

Bangladesh
  • Masala Munch
  • Cream and Onion
  • Chilli Chatka
  • Spicy Chicken

Marketing

In 1999, Kurkure was initially launched in India, Indian television actress Ashish Yadav and Kacchia kr. Aryan appeared in the commercial and served as the first brand ambassador. In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[11] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[12] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[13] In 2019 Samantha Ruth Prabhu acted in Tamil and Telugu commercials of Kurkure.[14]

Following the Pakistani launch in 2007, actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure.[15][16] In November 2006, Frito-Lay announced plans to release Kurkure to American markets in 2007.[17] This decision was made after analysts showed increasing interest in Indian spices in the region.[18] Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.[19] As of 2013, Kurkure is available in Western Canada. As of 2010, Kurkure is available in Eastern Canada.[20]

It was launched in Bangladesh in 2015 by Transcom Consumer Products Ltd.[21]

Free Internet Data

From September 2020, Airtel had provided its users 1GB free internet data with a packet of Kurkure costing Rs 10.[22]

Controversy

In July 2018, it was reported that PepsiCo had been granted an order by the Delhi High Court, ordering Facebook, Instagram, Twitter, and YouTube to remove or block various "disparaging and defamatory" posts perpetuating a false rumour that Kurkure products contain plastics. The rumour had frequently been spread via videos depicting the snacks being flammable, though this is based primarily on their starch content. PepsiCo faced criticism over the move, as it also included the geoblocking of Twitter posts that were clearly satirizing the controversy and order.[23][24][25][26]

References
  1. "PepsiCo India - Kurkure". pepsicoindia.co.in.
  2. "How PepsiCo's Kurkure managed to grab and retain snack market share".
  3. Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Retrieved 2012-07-23.
  4. "Kurkure goes to UK". Rediff.com. 2004-12-31. Retrieved 2012-07-23.
  5. "PepsiCo aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Retrieved 11 July 2018.
  6. 2021-08-26T07:46:00+01:00. "Kurkure snack brand to launch in the UK". Convenience Store. Retrieved 2022-03-26.
  7. "Kurkure Business In India – Spicing Up The Market". aatmnirbharsena.org. 5 Nov 2020.
  8. "Product Information" (PDF). PepsiCo India.
  9. "Kurkure adds a festive twist with Limited Edition Diwali Gift Packs designed by Manish Arora". pepsicoindia.co.in. October 10, 2014. Archived from the original on December 4, 2018. Retrieved July 20, 2018.
  10. "Kurkure delights consumers with two limited edition pujo special flavours". pepsicoindia.co.in. October 6, 2012. Archived from the original on December 4, 2018. Retrieved July 29, 2018.
  11. Adesara, Hetal (31 May 2004). "Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success". indiantelevision.com. Retrieved 23 July 2012.
  12. 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.
  13. "Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family". PepsiCo India.
  14. "The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai". adageindia.in. May 30, 2019. Retrieved June 24, 2019.
  15. Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Retrieved July 11, 2018.
  16. Anusha Sachwani (2 October 2019). "Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!". brandsynario.com.
  17. "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Retrieved 23 July 2012.
  18. Kurkure Masala Munch 5 Oz by PepsiCo. ISBN 2584695235.
  19. "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Retrieved 23 July 2012.
  20. "Pepsi markets goes Global". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-06.
  21. "Transcom brings PepsiCo's snack brand Kurkure". The Daily Star (Bangladesh). 18 October 2015.
  22. Ankita Chakravarti (September 1, 2020). "Airtel will now provide up to 2GB free internet data on purchase of Uncle Chipps, Lays and more". India Today. Retrieved 2022-03-04.
  23. "Delhi HC does not find Kurkure 'plastic' jokes funny, orders social media giants to erase them". The Print. 26 July 2018. Archived from the original on 2018-07-27. Retrieved 26 July 2018.
  24. Mitra, Sounak (2018-07-26). "Social media platforms take down posts on Pepsi Kurkure". Livemint. Retrieved 2018-07-27.
  25. "Facebook ordered to block posts about a PepsiCo snack in India". CNET. 2018-07-27. Retrieved 2018-07-27.
  26. "PepsiCo Reportedly Wants Twitter to Delete All Jokes on 'Kurkure Has Plastic'". News18. Retrieved 2018-07-27.
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