Kurkure, one of India’s most popular snack companies, has grown its brand by introducing a new sub-brand, Kurkure Playz, bringing a humorous touch to the new year. Based on customers’ growing preference for light-textured snacks, it includes the widely known and successful Kurkure Playz Puffcorn and the brand-new Kurkure Playz Pasta.
The contemporary sub-brand satisfies the growing need for soft textured snacks, one of the fastest expanding sub-categories in the overall salty snack market. Kurkure Playz is supported by the popularity of Kurkure Puffcorn, which has experienced remarkable growth over the past few years. The new Kurkure Playz Pasta comes in a bite-sized pasta shape and has a creamy herb and onion flavour. Kurkure Playz Puffcorn has a distinctive shape, a light texture, and a cheese flavour.
Neha Prasad, associate director and brand lead for Kurkure, commented on the launch, saying, “With the introduction of Kurkure Playz, our iconic brand is now able to expand its product offering and capitalize on the fast-expanding soft texture snack market.” With the winning product proposals, we will help build distinction and taste superiority in the market, which feature the enticing flavours of Kurkure Playz Puffcorn and Kurkure Playz Pasta. In classic Kurkure fashion, its airy texture will inspire the consumer to live life more lightheartedly, no matter the circumstance.
Leading retail and e-commerce sites nationwide sell Kurkure Playz Puffcorn and Kurkure Playz Pastax for Rs 5, Rs 10, Rs 20, Rs 50, Rs 5, Rs 10, and Rs 20, respectively. With its upcoming TVC and robust 360-degree digital surround campaign that spans numerous platforms, Kurkure will showcase the product’s distinctive, light texture for this launch.