Kurkure

Kurkure
Product type Corn puffs
Owner Pepsico
Country India (country of origin)
Introduced 1999 (1999) (India)
2007 (2007) (Pakistan)
Markets India
Pakistan
Canada
UK
Website Official website

Kurkure is a brand of corn puffs, developed and produced by Pepsico India, the Indian division of PepsiCo.[1] Named after the Hindi word for "crunchy", the snack was developed entirely in India. It was launched in 1999 and has its automated plants at Channo (Punjab, India), Kolkata and Pune.

PepsiCo is manufacturing Kurkure in Pakistan also.[2]

Ingredients

Kurkure is made from rice meal, edible vegetable oil (palm oil), corn meal, gram meal, spices, condiments,salt, sugar, tartaric acid and milk solids.

Also, it contains flavour (natural and nature identical flavouring substances)[3]

Flavours

India

In India Kurkure is available in the following flavours:[4]

'Additional to these flavors Kurkure is also made in other varieties of flavors in various occasions like in Puja, Diwali etc. and also flavors in limited editions are made.'[5][6]

  • Masala Munch
  • Green Chutney
  • Chilli Chatka
  • Tamatar Hyderabadi Style
  • Malabar Masala Style
  • Masala Twists (Solid Masti)
  • Desi Beats
  • Naughty Tomatoes
  • Puffcorn (Yummy Cheese)
  • Monster Paws
  • Hyderabadi Hungama
  • Lemon pickle
  • Zig Zag
  • Puff Corn
  • Corn Cups
  • Solid Masti
  • Monster Smilees
  • Butter Masti
  • Kurkure triangles
  • Khatta Meetha
  • Multigrain

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

Marketing

In 2004, Indian actor-celebrity Juhi Chawla was featured in advertisements for Kurkure.[7] Kurkure was launched in Tamil Media Industry in 2008 with actress Simran as it's brand ambassador.[8] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[9]

It was also launched in Pakistan in 2007, where it is manufactured by, Pepsico Pakistan, the local division of PepsiCo[10][11][2] and actress Ayesha Omer has featured in its tvc.[12] In November 2006, Frito-Lay announced plans to release Kurkure to American markets sometime in 2007.[13] This decision was made after analysts showed increasing interest in Indian spices in the region.[14] Also the introduction in other markets with a non-resident Indian population such as the UK.[15] As of 2013, KurKure is available in Western Canada. As of 2010, KurKure is available in Eastern Canada.[16]

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, even 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.[17][18][19][20]

References

  1. ↑ "PepsiCo Pakistan - Kurkure". pepsicoindia.co.in.
  2. 1 2 "Pepsico aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Retrieved 11 July 2018.
  3. ↑ "FAQs".
  4. ↑ "PepsiCo India - Kurkure". pepsicoindia.co.in.
  5. ↑ "Kurkure adds a festive twist with Limited Edition Diwali Gift Packs designed by Manish Arora". pepsicoindia.co.in. October 10, 2014. Retrieved July 20, 2018.
  6. ↑ "Kurkure delights consumers with two limited edition pujo special flavours". pepsicoindia.co.in. October 6, 2012. Retrieved July 29, 2018.
  7. ↑ Adesara, Hetal (31 May 2004). "Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success". indiantelevision.com. Retrieved 23 July 2012.
  8. ↑ Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.
  9. ↑ "Kurkure launches the all new 'Tedha Hai Par Mera Hai' Family". "PepsiCo India".
  10. ↑ Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Retrieved 2012-07-23.
  11. ↑ "Kurkure goes to UK". Rediff.com. 2004-12-31. Retrieved 2012-07-23.
  12. ↑ Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Retrieved July 11, 2018.
  13. ↑ "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Retrieved 23 July 2012.
  14. ↑ https://www.amazon.com/Kurkure-Masala-Munch-5-Oz/dp/2584695235
  15. ↑ "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Retrieved 23 July 2012.
  16. ↑ "Pepsi markets goes Global". PepsiCo India.
  17. ↑ "Delhi HC does not find Kurkure 'plastic' jokes funny, orders social media giants to erase them". The Print. 26 July 2018. Retrieved 26 July 2018.
  18. ↑ Mitra, Sounak (2018-07-26). "Social media platforms take down posts on Pepsi Kurkure". Livemint. Retrieved 2018-07-27.
  19. ↑ "Facebook ordered to block posts about a PepsiCo snack in India". CNET. 2018-07-27. Retrieved 2018-07-27.
  20. ↑ "PepsiCo Reportedly Wants Twitter to Delete All Jokes on 'Kurkure Has Plastic'". News18. Retrieved 2018-07-27.
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