The Hindu Business Line : FritoLay’s Kurkure to be made in the US, UK markets

Chennai, June 4 Kurkure, the homegrown snack brand from FritoLay, a division of PepsiCo India, will soon be manufactured in the US and UK markets. Developed entirely by FritoLay in India with local flavours, the brand, says the company, has been a hit with the Indian diaspora in those markets. Now, according to Ms Deepika Warrier, Marketing Director, FritoLay Division, Pepsico India Holdings Pvt Ltd, the Indian company is providing the know-how on making Kurkure to its US principal.

While FritoLay has been exporting Kurkure to neighbouring countries, including Pakistan, for the past two years, the brand is finding its way to shelves in the US and the UK through the grey market and has tickled the taste buds of the Indian community there. The company finds the demand high enough to consider making the Kurkure brand in those countries.

Ms Warrier, speaking to Business Line post an event to announce actor Simran as the brand ambassador in the south for Kurkure, said that the company would soon launch two variants of baked snacks with nutritious ingredients under its Cheetos brand. This is expected to appeal to parents who are conscious about excessive snacking by their children. Apart from Kurkure and Cheetos, FritoLay markets several variants of Lays potato chips and namkeens under the Lehar brand. Kurkure, available in five variants, with a tomato flavour to come soon, is made from rice, corn and lentils. To lower fat content FritoLay has also switched to using rice bran oil instead of palm oil.

Asked about input costs going up and price increases for its brands, Ms Warrier said that the larger packs of Lays and Kurkure have taken absolute price increases while the grammage has been reduced in the Rs 10 packs – Lays from 34 gms to 32 gms and Kurkure from 55 gms to 50 gms.

With plans to have a differential advertising strategy for the southern market, FritoLay roped in actor Simran to endorse Kurkure. The TV commercial, explained Ms Warrier, has a twist, which personifies Kurkure, which too is irregular in shape. The long standing endorser for Kurkure in upcountry markets is actor Juhi Chawla. The TVC starring Simran and made by JWT will go on air in the south Indian market from Thursday across all major TV channels.

Kurkure is being relaunched nationally with new TVCs; an ad with a similar theme has been made with Juhi Chawla as well.

Ms Warrier, without disclosing any figures, said that the Kurkure brand has seen double-digit growth across all markets. It is also a large contributor to FritoLay’s snack business.

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