KURKURE EXPANDS ITS PORTFOLIO AND LAUNCHES A YOUTHFUL NEW SUB-BRAND, KURKURE PLAYZ

Kurkure has expanded its brand with the launch of a youthful new sub-brand, Kurkure Playz. It comes with the widely popular and successful Kurkure Playz Puffcorn and all-new Kurkure Playz Pastax, based on the growing affinity of consumers towards light textured snacks.

The modern sub-brand caters to the rise in demand for soft textured snacks, one of the fastest growing variants in the overall salty snacks category. Kurkure Playz is backed by the success of Kurkure Puffcorn, which enjoyed a rapid growth rate momentum over the last few years. Kurkure Playz Puffcorn has a distinct shape with a light texture and comes in cheese flavour whilst the all-new Kurkure Playz Pastax has a creamy, herb and onion flavour in a pasta-shaped bite.

KURKURE-PLAYZ

Expressing her thoughts on the launch, Neha Prasad, Associate Director and Brand Lead, Kurkure said, “The launch of Kurkure Playz allows our iconic brand to tap into the rapidly growing soft texture snacks and expand its product format. The winning product propositions with irresistible flavours of Kurkure Playz Puffcorn and Kurkure Playz Pastax will help us create differentiation and build taste superiority in the category. In true Kurkure style, its light texture will encourage the consumer to take a lighter approach to life, no matter what the situation is.”

Kurkure Playz Puffcorn is available at INR 5, INR 10, INR 20, INR 50 and Kurkure Playz Pastax at INR 5, INR 10, and INR 20 at leading retail and e-commerce platforms across the country. For this launch, Kurkure will highlight the distinct, light texture of the product with its upcoming TVC and robust 360-degree digital surround campaign panning across multiple platforms.

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