Across South India, some snacks are more than an occasional craving; they are flavors people have grown up with. Ribbon Pakoda is one such familiar favorite, recognized by its distinctive shape, satisfying crunch and the spices worked into its dough.
Yet, as lifestyles change, consumers may not always have easy access to the same traditional snacks and familiar tastes they grew up enjoying. Recognizing this, Kurkure from PepsiCo India has introduced Kurkure Ribbon Pakoda, its latest regional innovation inspired by the much-loved South Indian snack and reimagined with Kurkure’s signature flavor.
The choice of Ribbon Pakoda came from a simple consumer truth- when it comes to snacking, familiarity matters just as much as excitement. Kurkure Ribbon Pakoda brings these worlds together, made with rice flour along with three dals (urad, chana and moong), with the notes of sesame seeds and black pepper worked into the dough.
It is made in rice bran oil, with no palm oil and no artificial colors or flavors.
Commenting on the launch, Ankit Agarwal, marketing director, Kurkure, PepsiCo India, said, “Consumers across South India take immense pride in their food traditions, and Ribbon Pakoda is one such snack that evokes familiarity, nostalgia and joy. As a proudly homegrown brand, Kurkure is constantly looking for ways to celebrate India’s diverse food culture. With Kurkure Ribbon Pakoda, we are drawing inspiration from an iconic South Indian favorite and reimagining it through the distinctive Kurkure experience. This launch reflects our commitment to creating products inspired by regional tastes and bringing consumers flavors that feel both exciting and authentically local.”
The same insight sits at the heart of the launch campaign. Brought alive in a dramatic South cinema-style cop setting, the film turns the product reveal into an entertaining celebration of that familiar taste and crunch. The campaign will run in Kannada across television and digital, and in Tamil and Telugu across digital, bringing the story to consumers in their own languages.
The launch builds on Kurkure’s long-term endeavor to create regional snacking experiences inspired by India’s varying tastes and cultures. Kurkure Ribbon Pakoda will be available across Karnataka, Andhra Pradesh and Tamil Nadu in neighborhood kirana stores in a 28 g pack priced at Rs 10 and a 56 g pack priced at Rs 20.
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Naresh Khanna – 10 February 2025
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