Kurkure goes Regional; launches ‘South Special’
June 1, 2009
Kurkure, one of India’s most loved snack food brands, today announced the launch of its new region specific flavour, made using rice and corn, for consumers in the South market – the ‘South Special’. The new local flavour for the South Indian market has been developed by Kurkure based on in-depth consumer research. For Kurkure lovers across the region, their very own tedha shaped snack will offer them a wider variety to choose from!
Title: Simran, Brand Ambassador for Kurkure in the South
Launched in the city by Kurkure’s brand ambassador and popular South Indian actress – Simran, the ‘South Special’ flavour for South India has special spices with a dash of curry leaves designed to tingle the taste buds of consumers. Another reason for consumers to snack away while savouring the delightful taste of authentic South Indian spices!
Savouring the delicious ‘South Special’ flavour, Kurkure brand ambassador Simran said, “Kurkure has always been my favourite as I can Snack smart with Kurkure which is made using rice, corn and cooked in healthier rice bran oil. To find a new localized ‘South Special’ Kurkure flavour is a delight and I am already a fan of it. I hope consumers like it too.”
According to Mr. Vidur Vyas, Executive Vice President – Marketing, FritoLay India, “Kurkure is an established leader in the Indian snack market and it has always been our endeavor to consistently take consumer insights and base our product innovation on the same. We believe that ‘South Special’ embodies the connect Kurkure has with its consumers in this market and celebrates the local cuisine & taste. Kurkure made using rice, corn and special spices with a dash of curry, reiterates our endeavor to give consumers the option to SnackSmart™ while retaining 100% great taste.”
Made using rice, corn and gram blended with a variety of spices and flavors, consumers can SnackSmart™ and enjoy the great taste of Kurkure products, cooked in healthier rice bran oil with 40% less saturated fats, zero trans fats and no added msg. All these value additions increase the ratio of the good fats and reduce the saturated fat by 40%.
Frito Lay India, PepsiCo India’s foods division, also announced the launch of two more flavours for the West and the East of India with ‘Mumbai Chatpata’ and ‘East Parar Tok Jhal’ respectively. The ‘Mumbai Chatpata’ captures the delectable and addictive mild spicy flavour mixed with pepper and fennel and the ‘East Parar Tok Jhal’ brings out a tangy taste of mustard and a mouth watering mix of spices and chilli.
Kurkure has once again lived up to the expectations of its consumers by bringing in a burst of exciting flavours for the family. The three regional product offerings celebrate India’s diversity and culture by combining authentic and intense spices and creating a delicious twist of flavored variations.
