Kurkure


Kurkure is a brand of corn puffs, produced and developed by PepsiCo India, the Indian division of PepsiCo. Named after the Hindustani word for "crunchy", the snack was developed entirely in India. It was launched in 1999 as Leher Kurkure and has its automated plants at Channo, Kolkata and Pune.

Ingredients

Kurkure is made from rice meal, edible vegetable oil, corn meal, gram meal, spices, condiments, salt, sugar, tartaric, milk solids, and E631.
Also, it contains flavour.

Flavours

India

In India Kurkure is available in the following flavours:
Additional to these flavors Kurkure is also made in other varieties of flavors in various occasions like in Puja, Diwali and also flavors in limited editions are made.
In 2004, Indian Hindi film actress Juhi Chawla was featured in advertisements for Kurkure. Kurkure was launched in Tamil Media Industry in 2008 with actress Simran as its brand ambassador. In 2012, Parineeti Chopra, Kunal Kapoor, Boman Irani, Ramya Krishnan, and Farida Jalal, started to advertise Kurkure. In 2019 Samantha Ruth Prabhu acted in Tamil and Telugu TVCs of Kurkure.
It was also launched in Pakistan in 2007, where it is manufactured by PepsiCo Pakistan, the local division of PepsiCo, and actresses Ayesha Omer, Hania Amir and Iqra Aziz have featured in its television commercials. In November 2006, Frito-Lay announced plans to release Kurkure to American markets sometime in 2007. This decision was made after analysts showed increasing interest in Indian spices in the region. Also, the introduction in other markets with a non-resident Indian population such as the UK. As of 2013, Kurkure is available in Western Canada. As of 2010, Kurkure is available in Eastern Canada.

Controversy

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.