Kurkure, one of the biggest snack brands in India and Pakistan, is on its way to the UK in two intense flavours: Naughty Tomato and Masala Munch. Having already established itself as a well-loved brand abroad, it presents a huge opportunity to bring an Asian favourite to the mainstream British audience with the backing of PepsiCo.
Dr. Akash Beri, Research Senior Scientist within Global Flavour at PepsiCo, comments: “We have stayed true to the authentic taste profile of Kurkure. We have spent the last 18 months recreating the delicious fusion of rich spices and fragrent 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.”
Kurkure will cater for every British person, celebrating the diversity of modern Britain, while bringing the rich heritage of Asian cuisine to tea-time savoury snacking, an occasion that will be more popular as we come out of lockdown and people invite guests round more readily.
Josephine Taylor, Senior Brand Manager at PepsiCo, adds: “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.”
Kurkure will roll out from the end of August. Both flavours will be available in 100g packs with an RRP of £1 and in 80g £1 RRP price-marked packs for grocery and convenience channels.
 OnePulse, 15/03/2021 n = 300, UK Adults describing their ethnicity as Indian, Pakistani, Bangladeshi, Chinese or Other Asian