Kurkure doubles snack range; to roll out India's first food train

Kurkure, the snack brand from PepsiCo India, has introduced 15 new snack offerings like South Tangy Twist, Chiwda Mix for the West, Punjabi Chatka, Shahi Mix, Navratan Mix, to address the diverse Indian palette. These snacks will be available in 150 different pack offerings to cater to different consumption occasions, at different price points. With this, Kurkure now straddles across the current range of snacking formats available in the market, while bringing in new innovations like Butter Masti and Karare Peanuts.

Partho Chakrabarti, Vice President - Snacks Category, PepsiCo India, said, “The last few months have been really exciting for Kurkure. We introduced a new range of namkeens and flavours to address diversity in palettes, size preferences and budgets of Indian consumers and the initial response has been great. Kurkure has always been the most loved Indian snacking brand. With the new expanded range Kurkure is now truly a master brand spanning all Indian snacking.”

Families bonding over snacks and conversations have always been at the core of brand Kurkure. It has constantly re-invented itself to remain relevant to the Indian ethos and culture. Over the years, the brand has celebrated families, festivals with its unique consumer engagements/ initiatives like ‘Chai Time Masti’, ‘Why So Sweet’, and ‘Fly Home Free’.

In yet another initiative, Kurkure will travel across the country with India’s first food train, the Kurkure Family Express. Trains are quintessentially about families, conversation and snacking and hence, build synergies for Kurkure as a platform to engage. Kurkure Family Express seeks to bring families together this holiday season for a fun filled Kurkure culinary extravaganza. Food aficionados Rocky Singh and Mayur Sharma will host 40 different families across the four zones over an eight-day journey across India. The journey will entail different fun recipe contests, where families will compete with each other to win. Four families will be sent on an all-expenses paid culinary trip to Europe. Families will also have a chance to be the face of the Kurkure brand and get featured on TVCs, digital platforms and other marketing initiatives.

For the first time ever, Kurkure reached out to art students across the country, through a contest to bring alive their interpretation of consumers’ love for Kurkure. Their artworks were then selected by a panel of judges comprising Art Directors, Brand Custodians and Culinary Experts. Their designs will be used to adorn the full train bogeys covering more than 800 sq feet of the train exterior as well as interiors.

Chakrabarti added, “Kurkure has been radical when it comes to placing its brand in the hands of its consumers. Whether it is featuring them in brand advertising or bringing alive their interpretation of it, we continue to create opportunities for them to express their love. The Family Express will feature 10 unique art works by design students and family moments from train journey will also be captured for the new television campaigns that will go live in mid-June.”

The Kurkure Family Express will leave Delhi on May 16 and travel across the country, through 12 cities, including Sawai Madhopur, Surat, Lokmanya Tilak Terminal (Mumbai), Pune, Tirupati, Chennai, Vijaywada, Bhubaneshwar, Chitpur (Kolkata), Mughalsarai and Kanpur Central, before culminating at Delhi. Families will embark and disembark at the four metro stations.