Get ready for… Kurkure

Kurkure

Kurkure, one of the biggest snack brands in India and Pakistan, has launched in the UK.

Kurkure is a brand of corn puffs with a masala twist, developed and produced by Pepsico India, and is named after the Hindi word for crunchy. The snack, which originally launched in 1999, is popular with adults and children alike.

In the UK, the brand is launching in two flavours: Naughty Tomato and Masala Munch.

The roll out of Kurkure in the UK began at the end of August. Both flavours will be available in 100g packs with an RSP of £1 and in 80g £1 price-marked packs.

Pepsico believes the brand will bring the rich heritage of Asian cuisine to tea-time savoury snacking, an occasion that will be more popular as the country comes out of lockdown and people invite guests round more readily.

Dr Akash Beri, Research Senior Scientist within Global Flavour at PepsiCo, said: “We have spent the last 18 months recreating the delicious fusion of rich spices and fragrant herbs for the UK market. On a personal note, I have fantastic childhood memories of having Kurkure with my grandparents on my visits to India, so I am extremely proud to be part of the team that was been able to bring these exciting authentic flavours to the wider UK market.”

Josephine Taylor, Senior Brand Manager at PepsiCo, added: “We are thrilled to be introducing such a popular and authentic Asian brand to mainstream British culture, an opportunity to celebrate a multicultural Britain. And we don’t want to stop here – we’re already developing an exciting innovation pipeline to continue the momentum beyond its UK debut. The launch comes at the perfect time with Diwali on the horizon, allowing UK shoppers to celebrate together.”