Mumbai: PepsiCo India’s popular snack brand, Kurkure, is celebrating its 25th anniversary with a special treat for consumers. To mark the occasion, the brand has launched “Kurkure Jowar Puffs,” the company’s first millet-based snack. Baked (not fried), this new product will allow consumers to enjoy the traditional, nutritious grain, jowar, in a modern twist.
Indian consumer preferences are evolving. People are looking for snacks that are rooted in local traditions and offer healthy options. That’s why Kurkure has introduced this new innovation, tapping into the growing millet trend.
For the past two and a half decades, Made-in-India Kurkure has been providing fresh and delicious options to the Indian market. Now, with Jowar Puffs, the brand has once again proven its ability to present Indian food heritage in a fresh and fun way.
Speaking on the launch, Aastha Bhasin, Director Marketing (Kurkure & Doritos), PepsiCo India, said, “Consumers are at the heart of everything we do. With Jowar Puffs, we’ve reimagined this traditional grain in a way that’s easy, exciting, and delicious. Frankly – what could be better than that?”
The new product has been developed after extensive R&D and consumer surveys. With this, Kurkure has not only entered the millet category but also strengthened its position in the Indian snacking segment.
Kurkure Jowar Puffs will be available in ₹10 and ₹20 packs across markets in North, West, and East India. They will be available for purchase through modern and traditional retail stores, e-commerce sites, and quick commerce apps. A comprehensive advertising campaign will be launched across TV, digital, and retail channels to promote the launch.
(Anil Bedag)
