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{{short description|Corn puffs}}
{{short description|Indian spicy puffcorn snack}}
{{distinguish|Kurkura}}
{{distinguish|Kurkura}}
{{Infobox brand
{{Infobox brand
|name            = Kurkure
|name            = Kurkure
|image            = Kurkure_Logo.png  
|image            = Kurkure_Logo.png  
|image_size      = 200 px
|image_size      = 200px
|caption          = Official logo
|caption          = Official logo
|type            = [[Corn puffs]]
|type            =  
|currentowner    = [[PepsiCo]] (via [[Frito-Lay]])
|currentowner    = [[PepsiCo]] ([[Frito-Lay]])  
|discontinued    =
|origin          = India
|origin          = India
|discontinued    =
|introduced      = {{start date and age|1999}} (India)<br/>{{start date and age|2008}} (Pakistan)
|introduced      = {{start date and age|1999}}
|markets          =  
|markets          = [[India]]<br/>[[Pakistan]]<br/>[[Nepal]]
|trademarkregistrations=  
|previousowners  =
|website         =  
|trademarkregistrations=
|website=
}}
}}
'''Kurkure''' is a brand of [[corn puff]]s produced and marketed by [[PepsiCo]], and first manufactured in India in 1999 as ''Leher Kurkure''.<ref name="pepsicoindia.co.in">{{cite web|url=http://pepsicoindia.co.in/brands/kurkure.html|title=PepsiCo India - Kurkure|work=pepsicoindia.co.in}}</ref> Kurkure is sold in India, Pakistan and other countries.
'''Kurkure''' is an Indian brand of spiced [[Puffcorn|crunchy puffcorn snacks]] made up of rice, [[lentil]] and [[Corn snack|corn]]. It is owned by [[PepsiCo]] through its [[subsidiary]] [[Frito-Lay]]. It was launched in [[India]] in 1999<ref name="pepsicoindia.co.in">{{cite web|url=http://pepsicoindia.co.in/brands/kurkure.html|title=PepsiCo India - Kurkure|work=pepsicoindia.co.in|access-date=2012-01-09|archive-date=2012-10-09|archive-url=https://web.archive.org/web/20121009005850/http://www.pepsicoindia.co.in/brands/kurkure.html|url-status=dead}}</ref><ref name="businesstoday.in">{{cite web|url=https://www.businesstoday.in/magazine/case-study/story/case-study-pepsico-kurkure-on-grabbing-retaining-market-137861-2014-07-19|title=How PepsiCo's Kurkure managed to grab and retain snack market share|date=19 July 2014 |access-date=2022-02-09|archive-date=2022-02-09|archive-url=https://web.archive.org/web/20220209124935/https://www.businesstoday.in/magazine/case-study/story/case-study-pepsico-kurkure-on-grabbing-retaining-market-137861-2014-07-19|url-status=live}}</ref> and nine years later, it was launched in [[Pakistan]] in 2008.<ref name="Our Brands"/> The snack is manufactured in India and in Pakistan, and has limited availability in certain international markets such as [[Canada]] and the [[United Kingdom]].<ref>{{cite web |last=Bhushan |first=Ratna |url=http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure |title=Kurkure set to cross LoC |publisher=Articles.economictimes.indiatimes.com |date=2007-09-07 |access-date=2012-07-23 |archive-date=2013-01-16 |archive-url=https://web.archive.org/web/20130116022123/http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure |url-status=dead }}</ref><ref>{{cite web |url=http://www.rediff.com/money/2007/sep/17kur.htm |title=Kurkure goes to UK |work=Rediff.com |date=2004-12-31 |access-date=2012-07-23 |archive-date=2012-10-24 |archive-url=https://web.archive.org/web/20121024222236/http://www.rediff.com/money/2007/sep/17kur.htm |url-status=live }}</ref><ref name="money control">{{cite web|url=https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html|title=PepsiCo aims to double Kurkure sales in next 5 years|website=moneycontrol.com|date=4 April 2018|access-date=11 July 2018|archive-date=10 July 2018|archive-url=https://web.archive.org/web/20180710090706/https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html|url-status=live}}</ref><ref>{{cite web |last= |date=2021-08-26 |title=Kurkure snack brand to launch in the UK |url=https://www.conveniencestore.co.uk/products/kurkure-snack-brand-to-launch-in-the-uk/659262.article |access-date=2022-03-26 |website=Convenience Store |language=en |archive-date=2022-04-05 |archive-url=https://web.archive.org/web/20220405215604/https://www.conveniencestore.co.uk/products/kurkure-snack-brand-to-launch-in-the-uk/659262.article |url-status=live }}</ref>
The word ''Kurkure'' means "crunchy" in [[Hindi-language|Hindi]] and [[Urdu-language|Urdu]] languages.


In India, it is manufactured in [[Sangrur district|Sangrur]], [[Pune district|Pune]], [[Howrah district|Howrah]], [[Sonipat]], [[Ranga Reddy district|Ranga Reddy]], [[Vaishali district|Vaishali]] and [[Kamrup district|Kamrup]] and in Pakistan, it is manufactured in [[Gulberg, Lahore]].


==Ingredients==
==Ingredients==
Kurkure is made from rice meal, edible vegetable oil<ref>{{cite web|title=Kurkure Business In India – Spicing Up The Market |work=aatmnirbharsena.org |url=https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ |date=5 Nov 2020 }}</ref> (palm oil), corn meal, gram meal, spices (turmeric), condiments, salt, sugar, tartaric, milk solids, and [[Disodium_inosinate|E631]].
Kurkure is made from rice meal, edible vegetable oil<ref>{{cite web |title=Kurkure Business In India – Spicing Up The Market |work=aatmnirbharsena.org |url=https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ |date=5 Nov 2020 |access-date=7 November 2020 |archive-date=24 June 2021 |archive-url=https://web.archive.org/web/20210624005806/https://aatmnirbharsena.org/blog/kurkure-making-business-in-india/ |url-status=live }}</ref> ([[gingelly oil]]), corn meal, gram meal, spices (such as [[turmeric]]), condiments, salt, sugar, tartaric, and [[Disodium inosinate|E631]]. Kurkure is not completely [[Veganism|vegan]] as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.


Also, it contains flavour (natural and nature identical flavouring substances).<ref name="auto">{{cite web|title=FAQs|url=http://www.kurkure.co.in/faq.aspx}}</ref>
It contains natural, [[flavoring#Nature-identical flavorings|nature-identical]], and artificial flavoring substances.<ref name="auto">{{cite web |title=Product Information |url=https://www.pepsicoindia.co.in/docs/librariesprovider16/product-information/kurkureb003d6aeef576d378be6ff5000e253d8.pdf |website=PepsiCo India |access-date=2023-01-04 |archive-date=2023-01-04 |archive-url=https://web.archive.org/web/20230104130355/https://www.pepsicoindia.co.in/docs/librariesprovider16/product-information/kurkureb003d6aeef576d378be6ff5000e253d8.pdf |url-status=live }}</ref>


== Flavours ==
==Flavors==
{{unsourced section|date=September 2025}}
===India===
===India===
In India Kurkure is available in the following flavours:<ref name="pepsicoindia.co.in"/>
====Currently available flavors====
 
Additional to these flavors Kurkure is also made in other varieties of flavors in various occasions like in [[Puja (Hinduism)|Puja]], [[Diwali]] and also flavors in limited editions are made.<ref>{{cite web|url=http://www.pepsicoindia.co.in/media/Press-Releases/release-10_10_2014.aspx|title=Kurkure adds a festive twist with Limited Edition Diwali Gift Packs designed by Manish Arora|website=pepsicoindia.co.in|date=October 10, 2014|access-date=July 20, 2018}}</ref><ref>{{cite web|url=http://www.pepsicoindia.co.in/media/Press-Releases/release_10_06_12.aspx|title=Kurkure delights consumers with two limited edition pujo special flavours|website=pepsicoindia.co.in|date=October 6, 2012|access-date=July 29, 2018}}</ref>
* Masala Munch
* Masala Munch
* Green Chutney  
* Green Chutney Style
* Chilli Chatka
* Chilli Chatka
* Schezwan Chutney
* Solid Masti
* Jowar Puffs
* Pastax
* PuffCorns (Yummy Cheese)
====Discontinued flavors====
* Hyderabadi Hungama
* Tamatar Hyderabadi Style
* Tamatar Hyderabadi Style
* Malabar Masala Style
* Malabar Masala Style
* Masala Twists (Solid Masti)
* Masala Twists (Solid Masti)
* Chatpata Cheese
* Desi Beats
* Desi Beats
* Naughty Tomato
* Naughty Tomato
* Puffcorn (Yummy Cheese)
* Angry Tomato
* Xtreme Electric Nimbu
* Xtreme Risky Chilli
* Monster Paws
* Monster Paws
* Hyderabadi Hungama
* Lime pickle     
* Zig Zag
* Zig Zag
* Puff Corn
* Corn Cups
* Corn Cups
* Solid Masti
* Monster Smilees
* Monster Smilies
* Monster Paws
* Tangy Tamato
* Butter Masti
* Butter Masti
* Kurkure triangles
* Kurkure triangles
* Khatta Meetha
* Khatta meetha
* Sizzling hot
* Multigrain
* Multigrain
 
* Chaat fills
Kurkure is often compared to other cheese snacks such as Cheetos in western countries for its similar shape and texture. Kurkure can also be found in some Indian convenience stores in Canada and the UK. The most commonly found flavour is the Masala Munch and Green Chutney. Kurkure is a very common snack amongst students and the youth population. The snack is made from corn, as opposed to its cheese alternatives. The snack has also been featured in several YouTube channels for tasting challenges and is often applauded for its crunchy texture.
* Gazab Golmaal
* Herapheri Hungama


===Pakistan===
===Pakistan===
*Toofani Mirch
*Red Chili Jhatka
*Chutney Chaska
*Chutney Chaska
*Salt & Pepper Masti
*Red Chilli Jhatka
*Cheese Karara
*Sweet Lime Chatpat
*Dahi Papri Chaat
*Barbecue
*Cream N’ Onion
*Cheese N’ Garlic
*Hot N’ Spicy
*Sour Cream Maska
*Halke Phulke


==Marketing==
==Launching==
In 1999, Kurkure was initially launched in market as Leher Kurkure, Indian television actress Pooja Ghai Rawal appeared in the television commercial & was the first brand ambassador for Kurkure. In 2004, Indian Hindi film actress [[Juhi Chawla]] was featured in advertisements for Kurkure.<ref>{{cite news|last=Adesara|first=Hetal|url=http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm|title=Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success|date=31 May 2004|publisher=indiantelevision.com|access-date=23 July 2012}}</ref> Kurkure was launched in [[Tamil Media]] in 2008 with actress [[Simran (actress)|Simran]] as its brand ambassador.<ref>[http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India] {{Webarchive|url=https://web.archive.org/web/20111011220001/http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx |date=2011-10-11 }}. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.</ref> In 2012, [[Parineeti Chopra]], [[Kunal Kapoor (actor, born 1977)|Kunal Kapoor]], [[Boman Irani]], [[Ramya Krishnan]], and [[Farida Jalal]], started to advertise Kurkure.<ref>{{cite web|title=Kurkure launches the all new 'Tedha Hai Par Mera Hai' Family|url=http://www.pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx|work=PepsiCo India}}</ref> In 2019 [[Samantha Ruth Prabhu]] acted in Tamil and Telugu TVCs of Kurkure.<ref>{{cite web|url=http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms|title=The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai|website=adageindia.in|date=May 30, 2019|access-date=June 24, 2019}}</ref>
Kurkure was originated in India in 1999; in 2001 Indian television actresses [[Mandira Bedi]] and [[Pooja Ghai]] appeared in few commercials of Kurkure and served for the new brand .<ref>{{cite news|url=https://timesofindia.indiatimes.com/business/india-business/frito-lay-adds-spice-to-kurkure/articleshow/445504507.cms|title=kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota|website=timesofindia.indiatimes.com|date=9 December 2001}}</ref> In 2004, Indian [[Hindi cinema|Hindi film]] actress [[Juhi Chawla]] was featured in advertisements for Kurkure.<ref>{{cite news|last=Adesara|first=Hetal|url=http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm|title=Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success|date=31 May 2004|publisher=indiantelevision.com|access-date=23 July 2012|archive-date=16 July 2012|archive-url=https://web.archive.org/web/20120716181231/http://www.indiantelevision.com/mam/headlines/y2k4/may/maymam128.htm|url-status=live}}</ref> and from 2008 [[Kareena Kapoor]] was endorsing a new range (Kurkure Desi beats) under the main brand.<ref>{{cite web|url=https://www.bollywoodhungama.com/news/bollywood/kareena-kapoor-endorses-kurkure-desi-beats/|title=Kareena Kapoor endorses Kurkure Desi beats|website=bollywoodhungama.com/|date=28 November 2008}}</ref> Kurkure was launched in [[Tamil Media]] in 2008 with actress [[Simran (actress)|Simran]] as its brand ambassador.<ref>[http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India] {{Webarchive|url=https://web.archive.org/web/20111011220001/http://pepsicoindia.co.in/media/Press-Releases/release_06_04_08.aspx |date=2011-10-11 }}. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.</ref> In 2012, [[Parineeti Chopra]], [[Kunal Kapoor (actor, born 1977)|Kunal Kapoor]], [[Boman Irani]], [[Ramya Krishnan]], and [[Farida Jalal]], started to advertise Kurkure.<ref>{{cite web|title=Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family|url=http://www.pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx|work=PepsiCo India|access-date=2015-03-03|archive-date=2015-03-16|archive-url=https://web.archive.org/web/20150316171200/http://pepsicoindia.co.in/media/Press-Releases/release_12_07_12.aspx|url-status=live}}</ref> In 2019 [[Samantha Ruth Prabhu]] and [[Taapsee Pannu]] acted in Hindi, Tamil and Telugu commercials of Kurkure.<ref>{{cite web|url=http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms|title=The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai|website=adageindia.in|date=May 30, 2019|access-date=June 24, 2019|archive-date=June 24, 2019|archive-url=https://web.archive.org/web/20190624151725/http://www.adageindia.in/advertising/the-evolution-of-kurkure-from-control-nahi-hota-to-khayal-toh-chatpata-hai/articleshow/69564899.cms|url-status=live}}</ref><ref>{{cite web|url=https://www.exchange4media.com/advertising-news/kurkure-signs-taapsee-pannu-as-brand-ambassador-unveils-new-positioning-94722.html|title=Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador|website=exchange4media.com|date=15 February 2019}}</ref> In 2021 and 2022 [[Akshay Kumar]] appeared in Kurkure commercials along with [[Kritika Kamra]] and [[Samantha Ruth Prabhu]].<ref>{{cite web|url=https://brandequity.economictimes.indiatimes.com/news/advertising/akshay-kumar-calls-kritika-kamra-chatpati-in-kurkures-latest-tvc/82161189|title=The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra
|website=brandequity.economictimes.indiatimes.com|date=20 April 2021}}</ref><ref>{{cite web|url=https://brandequity.economictimes.indiatimes.com/news/advertising/akshay-kumar-and-samantha-ruth-prabhu-add-a-quirky-twist-in-kurkures-new-ad/88838321|title=Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad
|website=brandequity.economictimes.indiatimes.com|date=11 January 2022}}</ref> In 2024, actress [[Sara Ali Khan]] acted in Kurkure's Hindi commercial.<ref>{{cite web|url=https://www.afaqs.com/news/advertising/kurkures-campaign-chatpatesesabpatein-normalises-work-life-balance-with-sara-ali-khan|title=Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan|website=afaqs.com|date=19 February 2024|access-date=13 March 2024|archive-date=13 March 2024|archive-url=https://web.archive.org/web/20240313114512/https://www.afaqs.com/news/advertising/kurkures-campaign-chatpatesesabpatein-normalises-work-life-balance-with-sara-ali-khan|url-status=live}}</ref>


It was also launched in [[Pakistan]] in 2007, where it is manufactured by ''PepsiCo Pakistan'', the local division of [[PepsiCo]],<ref>{{cite web|last=Bhushan|first=Ratna|url=http://articles.economictimes.indiatimes.com/2007-09-07/news/28387014_1_frito-lay-india-frito-lay-brands-kurkure |title=Kurkure set to cross LoC |publisher=Articles.economictimes.indiatimes.com |date=2007-09-07 |access-date=2012-07-23}}</ref><ref>{{cite web|url=http://www.rediff.com/money/2007/sep/17kur.htm |title=Kurkure goes to UK |publisher=Rediff.com |date=2004-12-31 |access-date=2012-07-23}}</ref><ref name="money control">{{cite web|url=https://www.moneycontrol.com/news/business/pepsico-aims-to-double-kurkure-sales-in-next-5-years-2542623.html|title=PepsiCo aims to double Kurkure sales in next 5 years|website=moneycontrol.com|date=4 April 2018|access-date=11 July 2018}}</ref> and actresses [[Ayesha Omer]], [[Hania Amir]] and [[Iqra Aziz]] have featured in its television commercials.<ref>{{cite web|url=http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/|title=10 Pakistani Actresses Who Started Off with Modelling|author=Mehwish Bangush|website=thecinemapost.com|date=May 13, 2017|access-date=July 11, 2018}}</ref><ref>{{cite web|url=https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/|title=Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!|author=Anusha Sachwani|website=brandsynario.com|date=2 October 2019}}</ref> In November 2006, [[Frito-Lay]] announced plans to release Kurkure to American markets sometime in 2007.<ref>{{cite web|url=http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31|title=Frito-Lay to launch Kurkure in US|date=4 November 2006|publisher=fnbnews.com|access-date=23 July 2012}}</ref> This decision was made after analysts showed increasing interest in Indian spices in the region.<ref>{{cite book|title= Kurkure Masala Munch 5 Oz by PepsiCo|isbn= 2584695235}}</ref> Also, the introduction in other markets with a non-resident Indian population such as the UK.<ref>{{cite news|url=http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm|title=Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned|date=30 March 2005|publisher=[[Business Line]]|access-date=23 July 2012}}</ref> As of 2013, Kurkure is available in Western Canada. As of 2010, Kurkure is available in Eastern Canada.<ref>{{cite news|url=http://www.pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx|title=Pepsi markets goes Global|publisher=PepsiCo India}}</ref>
Kurkure was launched in Pakistan in 2008.<ref name="Our Brands">{{cite web|url=https://www.pepsico.com.pk/our-brands|title=Our Brands: Kurkure|website=pepsico.com.pk|archive-url=https://web.archive.org/web/20240819122211/https://www.pepsico.com.pk/our-brands|archive-date=19 August 2024}}</ref> Actresses [[Ayesha Omer]], [[Hania Amir]] and [[Iqra Aziz]] have all been featured in television commercials for Kurkure in the country.<ref>{{cite web|url=http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/|title=10 Pakistani Actresses Who Started Off with Modelling|author=Mehwish Bangush|website=thecinemapost.com|date=May 13, 2017|access-date=July 11, 2018|archive-date=July 11, 2018|archive-url=https://web.archive.org/web/20180711185541/http://thecinemapost.com/10-pakistani-actresses-who-started-off-with-modelling/723237/|url-status=live}}</ref><ref>{{cite web|url=https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/|title=Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!|author=Anusha Sachwani|website=brandsynario.com|date=2 October 2019|access-date=14 November 2019|archive-date=29 October 2020|archive-url=https://web.archive.org/web/20201029081256/https://www.brandsynario.com/kurkures-latest-tvc-featuring-iqra-aziz-ahmed-ali-akber-makes-us-miss-our-college-days/|url-status=live}}</ref>


== Controversy ==
In November 2006, [[Frito-Lay]] announced plans to release Kurkure to American markets in 2007.<ref>{{cite web|url=http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31|title=Frito-Lay to launch Kurkure in US|date=4 November 2006|publisher=fnbnews.com|access-date=23 July 2012|archive-date=12 February 2012|archive-url=https://web.archive.org/web/20120212002121/http://www.fnbnews.com/article/detarchive.asp?articleid=19261&sectionid=31|url-status=live}}</ref> This decision was made after analysts showed increasing interest in Indian spices in the region.<ref>{{cite book|title= Kurkure Masala Munch 5 Oz by PepsiCo|isbn= 2584695235}}</ref> Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.<ref>{{cite news|url=http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm|title=Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned|date=30 March 2005|publisher=[[Business Line]]|access-date=23 July 2012|archive-date=13 February 2009|archive-url=https://web.archive.org/web/20090213021057/http://www.thehindubusinessline.com/2005/03/30/stories/2005033002200100.htm|url-status=live}}</ref> As of 2010, Kurkure is available in Eastern Canada.<ref>{{cite news|url=http://www.pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx|title=Pepsi markets goes Global|publisher=PepsiCo India|access-date=2015-03-06|archive-date=2015-03-16|archive-url=https://web.archive.org/web/20150316181435/http://pepsicoindia.co.in/media/Press-Releases/release-01_04_2014.aspx|url-status=dead}}</ref> As of 2013, Kurkure is available in Western Canada.
In July 2018, it was reported that PepsiCo had been granted an order by the [[Delhi High Court]], ordering [[Facebook]], [[Instagram]], [[Twitter]], and [[YouTube]] to remove or block various "disparaging and defamatory" posts perpetuating a false rumour that Kurkure products contain plastics. The rumour had frequently been spread via videos depicting the snacks being flammable, even though this is based primarily on their [[starch]] content. PepsiCo faced criticism over the move, as it also included the [[geoblocking]] of Twitter posts that were clearly satirizing the controversy and order.<ref>{{Cite web|url=https://theprint.in/governance/delhi-hc-does-not-find-kurkure-plastic-jokes-funny-orders-social-media-giants-to-erase-them/89049/|title=Delhi HC does not find Kurkure 'plastic' jokes funny, orders social media giants to erase them|date=26 July 2018|website=The Print|archive-url=https://web.archive.org/web/20180727084744/https://theprint.in/governance/delhi-hc-does-not-find-kurkure-plastic-jokes-funny-orders-social-media-giants-to-erase-them/89049/|archive-date=2018-07-27|url-status=dead|access-date=26 July 2018}}</ref><ref>{{Cite news|url=https://www.livemint.com/Consumer/6l27hPML69yI3Jc4hPN6NP/Social-media-platforms-take-down-posts-on-Pepsi-Kurkure.html|title=Social media platforms take down posts on Pepsi Kurkure|last=Mitra|first=Sounak|date=2018-07-26|work=Livemint|access-date=2018-07-27}}</ref><ref>{{Cite news|url=https://www.cnet.com/au/news/facebook-ordered-to-block-posts-about-a-pepsico-snack-in-india/|title=Facebook ordered to block posts about a PepsiCo snack in India|date=2018-07-27|work=CNET|access-date=2018-07-27|language=en}}</ref><ref>{{Cite news|url=https://www.news18.com/news/buzz/pepsico-wants-twitter-to-delete-all-jokes-on-kurkure-has-plastic-1824227.html|title=PepsiCo Reportedly Wants Twitter to Delete All Jokes on 'Kurkure Has Plastic'|work=News18|access-date=2018-07-27}}</ref>


==References==
==References==
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==External links==
==External links==
*{{Facebook|Kurkure}}
*{{Facebook|Kurkure}} (India)
 
*{{Facebook|KurkurePakistan}} (Pakistan)
{{Frito Lay}}
{{Frito Lay}}


[[Category:1999 establishments in India]]
[[Category:1999 establishments in India]]
[[Category:2008 establishments in Pakistan]]
[[Category:Brand name snack foods]]
[[Category:Frito-Lay brands]]
[[Category:Frito-Lay brands]]
[[Category:Brand name snack foods]]
[[Category:Indian snack foods]]
[[Category:Indian snack foods]]
[[Category:Pakistani snack foods]]
[[Category:PepsiCo brands]]
[[Category:PepsiCo brands]]

Latest revision as of 15:44, 6 March 2026


Not to be confused with Kurkura.
Kurkure
Official logo
OwnerPepsiCo (Frito-Lay)
CountryIndia
Introduced1999; 27 years ago (1999) (India)
2008; 18 years ago (2008) (Pakistan)

Kurkure is an Indian brand of spiced crunchy puffcorn snacks made up of rice, lentil and corn. It is owned by PepsiCo through its subsidiary Frito-Lay. It was launched in India in 1999[1][2] and nine years later, it was launched in Pakistan in 2008.[3] The snack is manufactured in India and in Pakistan, and has limited availability in certain international markets such as Canada and the United Kingdom.[4][5][6][7] The word Kurkure means "crunchy" in Hindi and Urdu languages.

In India, it is manufactured in Sangrur, Pune, Howrah, Sonipat, Ranga Reddy, Vaishali and Kamrup and in Pakistan, it is manufactured in Gulberg, Lahore.

Ingredients[edit | edit source]

Kurkure is made from rice meal, edible vegetable oil[8] (gingelly oil), corn meal, gram meal, spices (such as turmeric), condiments, salt, sugar, tartaric, and E631. Kurkure is not completely vegan as the PepsiCo India website in a pdf listing the ingredients show milk solids as one of the ingredients.

It contains natural, nature-identical, and artificial flavoring substances.[9]

Flavors[edit | edit source]

India[edit | edit source]

Currently available flavors[edit | edit source]

  • Masala Munch
  • Green Chutney Style
  • Chilli Chatka
  • Schezwan Chutney
  • Solid Masti
  • Jowar Puffs
  • Pastax
  • PuffCorns (Yummy Cheese)

Discontinued flavors[edit | edit source]

  • Hyderabadi Hungama
  • Tamatar Hyderabadi Style
  • Malabar Masala Style
  • Masala Twists (Solid Masti)
  • Chatpata Cheese
  • Desi Beats
  • Naughty Tomato
  • Angry Tomato
  • Xtreme Electric Nimbu
  • Xtreme Risky Chilli
  • Monster Paws
  • Zig Zag
  • Corn Cups
  • Monster Smilees
  • Monster Paws
  • Butter Masti
  • Kurkure triangles
  • Khatta meetha
  • Sizzling hot
  • Multigrain
  • Chaat fills
  • Gazab Golmaal
  • Herapheri Hungama

Pakistan[edit | edit source]

  • Chutney Chaska
  • Red Chilli Jhatka

Launching[edit | edit source]

Kurkure was originated in India in 1999; in 2001 Indian television actresses Mandira Bedi and Pooja Ghai appeared in few commercials of Kurkure and served for the new brand .[10] In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure.[11] and from 2008 Kareena Kapoor was endorsing a new range (Kurkure Desi beats) under the main brand.[12] Kurkure was launched in Tamil Media in 2008 with actress Simran as its brand ambassador.[13] In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure.[14] In 2019 Samantha Ruth Prabhu and Taapsee Pannu acted in Hindi, Tamil and Telugu commercials of Kurkure.[15][16] In 2021 and 2022 Akshay Kumar appeared in Kurkure commercials along with Kritika Kamra and Samantha Ruth Prabhu.[17][18] In 2024, actress Sara Ali Khan acted in Kurkure's Hindi commercial.[19]

Kurkure was launched in Pakistan in 2008.[3] Actresses Ayesha Omer, Hania Amir and Iqra Aziz have all been featured in television commercials for Kurkure in the country.[20][21]

In November 2006, Frito-Lay announced plans to release Kurkure to American markets in 2007.[22] This decision was made after analysts showed increasing interest in Indian spices in the region.[23] Kurkure was subsequently introduced in other markets with a significant non-resident Indian population such as the UK.[24] As of 2010, Kurkure is available in Eastern Canada.[25] As of 2013, Kurkure is available in Western Canada.

References[edit | edit source]

  1. ↑ "PepsiCo India - Kurkure". pepsicoindia.co.in. Archived from the original on 2012-10-09. Retrieved 2012-01-09.
  2. ↑ "How PepsiCo's Kurkure managed to grab and retain snack market share". 19 July 2014. Archived from the original on 2022-02-09. Retrieved 2022-02-09.
  3. ↑ 3.0 3.1 "Our Brands: Kurkure". pepsico.com.pk. Archived from the original on 19 August 2024.
  4. ↑ Bhushan, Ratna (2007-09-07). "Kurkure set to cross LoC". Articles.economictimes.indiatimes.com. Archived from the original on 2013-01-16. Retrieved 2012-07-23.
  5. ↑ "Kurkure goes to UK". Rediff.com. 2004-12-31. Archived from the original on 2012-10-24. Retrieved 2012-07-23.
  6. ↑ "PepsiCo aims to double Kurkure sales in next 5 years". moneycontrol.com. 4 April 2018. Archived from the original on 10 July 2018. Retrieved 11 July 2018.
  7. ↑ "Kurkure snack brand to launch in the UK". Convenience Store. 2021-08-26. Archived from the original on 2022-04-05. Retrieved 2022-03-26.
  8. ↑ "Kurkure Business In India – Spicing Up The Market". aatmnirbharsena.org. 5 Nov 2020. Archived from the original on 24 June 2021. Retrieved 7 November 2020.
  9. ↑ "Product Information" (PDF). PepsiCo India. Archived (PDF) from the original on 2023-01-04. Retrieved 2023-01-04.
  10. ↑ "kurkure brand with a new logo and multi-coloured packaging with new punchline kha ke mast, taking a step ahead from control nahi hota". timesofindia.indiatimes.com. 9 December 2001.
  11. ↑ Adesara, Hetal (31 May 2004). "Kurkure's new ad with Juhi Chawla rides on Tulsi bahu's success". indiantelevision.com. Archived from the original on 16 July 2012. Retrieved 23 July 2012.
  12. ↑ "Kareena Kapoor endorses Kurkure Desi beats". bollywoodhungama.com/. 28 November 2008.
  13. ↑ Cine Idol Simran appointed as the first brand ambassador for Kurkure in South India Archived 2011-10-11 at the Wayback Machine. PepsiCo India. June 4, 2008. Retrieved on 2012-01-01.
  14. ↑ "Kurkure launches the all-new 'Tedha Hai Par Mera Hai' Family". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-03.
  15. ↑ "The Evolution of Kurkure: From Control Nahi Hota to Khayal toh Chatpata Hai". adageindia.in. May 30, 2019. Archived from the original on June 24, 2019. Retrieved June 24, 2019.
  16. ↑ "Snack brand Kurkure has roped in leading Bollywood actress Taapsee Pannu as its brand ambassador". exchange4media.com. 15 February 2019.
  17. ↑ "The TVC film featuring Kurkure's brand ambassador, Akshay Kumar and Kritika Kamra". brandequity.economictimes.indiatimes.com. 20 April 2021.
  18. ↑ "Akshay Kumar and Samantha Ruth Prabhu add a quirky twist in Kurkure's new ad". brandequity.economictimes.indiatimes.com. 11 January 2022.
  19. ↑ "Kurkure's campaign #ChatpateSeSabPatein normalises work-life balance with Sara Ali Khan". afaqs.com. 19 February 2024. Archived from the original on 13 March 2024. Retrieved 13 March 2024.
  20. ↑ Mehwish Bangush (May 13, 2017). "10 Pakistani Actresses Who Started Off with Modelling". thecinemapost.com. Archived from the original on July 11, 2018. Retrieved July 11, 2018.
  21. ↑ Anusha Sachwani (2 October 2019). "Kurkure's Latest TVC Featuring Iqra Aziz & Ahmed Ali Akber Makes us Miss Our College Days!". brandsynario.com. Archived from the original on 29 October 2020. Retrieved 14 November 2019.
  22. ↑ "Frito-Lay to launch Kurkure in US". fnbnews.com. 4 November 2006. Archived from the original on 12 February 2012. Retrieved 23 July 2012.
  23. ↑ Kurkure Masala Munch 5 Oz by PepsiCo. ISBN 2584695235.
  24. ↑ "Pepsi India to expand portfolio, foray into breakfast segment — $300–500 m investment planned". Business Line. 30 March 2005. Archived from the original on 13 February 2009. Retrieved 23 July 2012.
  25. ↑ "Pepsi markets goes Global". PepsiCo India. Archived from the original on 2015-03-16. Retrieved 2015-03-06.

External links[edit | edit source]

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