Monday, April 19, 2021

Kurkure Unveils Two Innovative Limited -Time Flavours to Deepen Consumer Connect and Drive Incrementality


Out Of Control Chaat and Uncensored Tadka flavours bring a unique ‘chatpata’ twist with a mouthful of surprising sensations



New Delhi, April 19, 2021: Making everyday life more ‘masaledaar’, Kurkure, one of India’s most loved snack brands, has launched two limited-time innovations – Out of Control Chaat and Uncensored Tadka flavours that offer a burst of surprising sensations. These two unique flavours are aimed at deepening consumer connect and driving incrementality.


Internal research done from a consumer perspective has shown that consumers are now more willing to try new snacks and discover tastes. They are also increasingly turning towards trusted brands for new innovative flavours and unique experiences. Catering to this consumers desire for new flavours, Kurkure has unveiled two innovative limited-time offerings (LTOs) perfectly embody the spirit of the Kurkure brand of adding a spark of ‘quirky masti’ to everyday lives. Kurkure Out Of Control Chaat and Kurkure Uncensored Tadka flavours are lip smacking and bring surprising sensations that not only generate unpredictable moments but also make everyday situation full of fun and entertainment.


Commenting on the launch of the new campaign, Bhagyashree Navare, Associate Director and Category Head - Kurkure And Cheetos, PepsiCo India, said, ““Kurkure is an iconic, Indian snack brand that continues to lead and disrupt the salty snacks category in India with its distinct product offerings and quirky storytelling. Kurkure has always been about transforming boring ordinary moments to entertaining moments. Our research has shown that consumers expect innovation from Kurkure, they love discovering different taste experiences. Inline, Kurkure’s two new limited-time innovations – Out Of Control Chaat and Uncensored Tadka flavours - offer a burst of unique sensations and unpredictable taste surprises to tantalize tastebuds and elevate the consumer experience. Our LTO campaign, is based on the insight that when you taste something truly lip smacking different from what you expect, you can react in unpredictable ways, making the situation full of fun and entertainment. With Kurkure Out of Control Chaat and Uncensored Tadka flavours, we want to give consumers more reasons to have ‘masti-bhare’ mischievous moments with their friends & family.


Kurkure Out of Control Chaat and Kurkure Uncensored Tadka flavours have an eye-catching packaging aesthetics and are now available at INR 5 and INR 10 across all leading retail and e-commerce platforms in India.



About Kurkure:

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 endeavor of building out strong master brands in its India portfolio.


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 foods and beverages. 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 our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit

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