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Kurkure

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Not to be confused with Kurkura.
Kurkure
Official logo
Product typeCorn puffs
OwnerPepsiCo (via Frito-Lay)
CountryIndia, Pakistan
Introduced1999; 25 years ago (1999) (India)
2007; 17 years ago (2007) (Pakistan)
MarketsIndia
Pakistan
Bangladesh
Canada

Kurkure is a brand of crunchy puffs made up of rice, lentil and corn, produced and marketed by PepsiCo India, and first manufactured in India in 1999.[1][2] Kurkure is manufactured and sold mainly in India; it is also available in Pakistan and Bangladesh. Fritolay Canada also manufacturers Kurkure locally.

The word Kurkure means crunchy in Hindi.

Ingredients

Kurkure is made from rice meal, edible vegetable oil[3] (palm oil), corn meal, gram meal, spices (turmeric), condiments, salt, sugar, tartaric, milk solids, and E631.

Also, it contains flavour (natural and nature identical flavouring substances).[4]

Flavours

India

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

  • Masala Munch
  • Green Chutney
  • Chilli Chatka
  • Tamatar Hyderabadi Style
  • Malabar Masala 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

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

Pakistan

  • Puffcorny
  • Red Chili Jhatka
  • Salt & Pepper Masti
  • Cheese Karara
  • Sweet Lime Chatpat
  • Dahi Papri Chaat
  • Barbecue
  • Cream N’ Onion
  • Cheese N’ Garlic
  • Hot N’ Spicy
  • Sour Cream Maska
  • Halke Phulke

Kurkure is often compared to other cheese snacks such as Cheetos in western countries for its similar shape and texture. Kurkure can also be found in some Indian convenience stores in Canada and the UK. The most commonly found flavour is the Masala Munch and Green Chutney.Now-a-days puffcorn flavour is also commonly seen. Kurkure is a very common snack amongst students and the youth population. The snack is made from corn, as opposed to its cheese alternatives. The snack has also been featured in several YouTube channels for tasting challenges and is often applauded for its crunchy texture.

Marketing

In 1999, Kurkure was initially launched in India, Indian television actress Pooja Ghai Rawal appeared in the television commercial & was the first brand ambassador for Kurkure. In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[7] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[8] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[9] In 2019 Samantha Ruth Prabhu acted in Tamil and Telugu TVCs of Kurkure.[10]

It was also launched in Pakistan in 2007, where it is manufactured by PepsiCo Pakistan, the local division of PepsiCo,[11][12][13] and actresses Ayesha Omer, Hania Amir and Iqra Aziz have featured in its television commercials.[14][15] In November 2006, Frito-Lay announced plans to release Kurkure to American markets sometime in 2007.[16] This decision was made after analysts showed increasing interest in Indian spices in the region.[17] Also, the introduction in other markets with a non-resident Indian population such as the UK.[18] As of 2013, Kurkure is available in Western Canada. As of 2010, Kurkure is available in Eastern Canada.[19]

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.[20][21][22][23]

References

  1. ^ a b "PepsiCo India - Kurkure". pepsicoindia.co.in.
  2. ^ "How PepsiCo's Kurkure managed to grab and retain snack market share".
  3. ^ "Kurkure Business In India – Spicing Up The Market". aatmnirbharsena.org. 5 Nov 2020.
  4. ^ "FAQs".
  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 Archived 2011-10-11 at the Wayback Machine. 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. ^ "The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai". adageindia.in. May 30, 2019. Retrieved June 24, 2019.
  11. ^ Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Retrieved 2012-07-23.
  12. ^ "Kurkure goes to UK". Rediff.com. 2004-12-31. Retrieved 2012-07-23.
  13. ^ "PepsiCo aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Retrieved 11 July 2018.
  14. ^ Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Retrieved July 11, 2018.
  15. ^ Anusha Sachwani (2 October 2019). "Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!". brandsynario.com.
  16. ^ "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Retrieved 23 July 2012.
  17. ^ Kurkure Masala Munch 5 Oz by PepsiCo. ISBN 2584695235.
  18. ^ "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Retrieved 23 July 2012.
  19. ^ "Pepsi markets goes Global". PepsiCo India.
  20. ^ "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.
  21. ^ Mitra, Sounak (2018-07-26). "Social media platforms take down posts on Pepsi Kurkure". Livemint. Retrieved 2018-07-27.
  22. ^ "Facebook ordered to block posts about a PepsiCo snack in India". CNET. 2018-07-27. Retrieved 2018-07-27.
  23. ^ "PepsiCo Reportedly Wants Twitter to Delete All Jokes on 'Kurkure Has Plastic'". News18. Retrieved 2018-07-27.
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