Kurkure, one of the biggest snack brands in India and Pakistan, which was launched in the UK in 2021[2], is heating up the World Food aisle with the launch of its newest flavour – Kurkure Chilli Chatka.
Shoppers on the lookout for bolder flavours and snacking experiences are set to enjoy the crunchy texture and full-on taste from Kurkure. The UK launch of Kurkure Chilli Chatka follows the success of Kurkure Masala Munch which after debuting as a Tesco exclusive in December 2021, rapidly became the number one product in Tesco’s World Foods aisle by unit rate of sale[3]. Since its launch in Tesco, the supermarket’s world food category has seen a +13% growth[4].
Ekaterina Petrova, Senior Brand Manager at Kurkure says: “Kurkure aims to celebrate the diversity of Britain while authentically representing the rich heritage of Asian cuisine, and Kurkure Chilli Chatka is the perfect new addition to our portfolio due to its punchy flavour profile. Having already established itself as a well-loved brand amongst retailers and consumers abroad, Kurkure is poised to tap into the growing appetite for new textures and strong flavours[5]. With the demand for Asian-inspired savoury snacks rising[6], Kurkure plans to cement its place as the go-to Asian snack brand in the UK. Data from Tesco backs up the rising demand during Asian festive periods, with an increase of value sales[7].”
In the lead-up to Diwali last month, Tesco supported Kurkure with in-store activations such as aisle fins and shopper sampling along its World Food aisles, to give consumers a taste of South Asian culture.
Kurkure Chilli Chatka is available now in Aldi and Ocado in 100g packs. It will roll out from January in Tesco and Sainsbury’s.
*Pricing is at the discretion of the retailer
[1] Kurkure is the 3rd largest brand in the entire Salty Snacking landscape in India (source: Insights industry construct, Nielsen, PGM) Kurkure is 8.5% of the total salty snacks category (Euromonitor Report June 2021)
[2] Kurkure is the 3rd largest brand in the entire Salty Snacking landscape in India (source: Insights industry construct, Nielsen, PGM) Kurkure is 8.5% of the total salty snacks category (Euromonitor Report June 2021)
[3] Nielsen Tesco UROS Data 2022 FY
[4] Nielsen, Tesco TSV, July 2023
[5] PepsiCo Consumer Landscape study 2021 (Bolt) – All Snacking UK
[6] KAM Research, Kurkure Convenience Retailer Survey, August 2022
[7] Nielsen Tesco RSV 2021-YTD 2023
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