Kurkure releases new Chilli Chatka flavour

Kurkure, one of the biggest snack brands in India and Pakistan, and which was launched in the UK in 2021, is heating up the Savoury Snacks Category with the launch of its newest flavour – Chilli Chatka. Made with an aromatic blend of chilli, spices and lentil flour, Kurkure Chilli Chatka is now available in the convenience and wholesale channel.

With shoppers always on the lookout for bolder new flavours and snacking experiences, the crunchy texture and full-on taste from Kurkure will appeal to consumers looking for something different to their usual snacking choices. Kurkure Chilli Chatka packs a spicy punch that delivers the authentic taste that Kurkure is known for and follows the success of Kurkure’s Masala Munch and Naughty Tomato flavours, which gained a combined £723m in value sales in 2022.

“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,” said Ekaterina Petrova, Senior Brand Manager. “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. In the last year, 50 per cent of all convenience retailers stock Asian-inspired savoury snacks, and demand is rapidly rising. Kurkure plans to cement its place as the go-to Asian snack brand in the UK by helping to drive sales, especially during celebratory periods.”

In the lead-up to Diwali last month, Kurkure supported the launch of the Chilli Chatka flavour with in-store activations and sampling at the top 25 Bestway and Unitas depots where World Foods sell the most, to showcase South Asian culture.

Kukure Chilli Chatka is now available to buy for convenience retailers from Bestway, Unitas, and OWH, and to order via Amazon and Nisa. The flavour is available in 80g £1.25 RRP price-marked-packs and 100g packs. The price-marked-pack (PMP) format ensures that this NPD is available in the format that drives the most growth in the convenience channel.