PepsiCo brings Asian favourite Kurkure to UK savoury snacking market

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PepsiCo has announced the launch of Kurkure, one of the biggest snack brands in India and Pakistan, in the UK.

The savoury snack will be available in two intense flavours: Naughty Tomato and Masala Munch.

“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,” Dr. Akash Beri, research senior scientist within global flavour at PepsiCo.

“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.”

Josephine Taylor, senior brand manager at PepsiCo, added: “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.