Food & beverage major PepsiCo has joined other FMCG companies in the millet-based snacking category, launching its popular snack brand Kurkure in this segment with Kurkure Jowar Puffs to mark its 25th year .
India’s food culture is evolving, with consumers rediscovering traditional ingredients, seeking mindful snacking options, and embracing homegrown brands that strengthen local communities and the economy, PepsiCo said, adding that Jowar is a time-honored grain, which is deeply rooted in India’s agricultural heritage.
This launch sees Kurkure blending the power of millets with its signature chatpata taste, Baked and not fried, Kurkure Jowar Puffs offer consumers a fun, flavorful way to enjoy a traditional grain in a modern snacking format, the company said.
Kurkure Jowar Puffs spotlight jowar, a time-honored grain deeply rooted in India’s agricultural heritage, while reflecting evolving consumer preferences for mindful and heritage-inspired snacking.
Aastha Bhasin, director marketing – Kurkure and Doritos, PepsiCo India, said, “At PepsiCo India, consumer-centricity is at the heart of everything we do. Our vision is to continually innovate for evolving consumer tastes and preferences, while staying rooted in India’s rich culinary traditions. With Kurkure Jowar Puffs, we are reimagining a time-honored grain in a format that is both accessible and irresistibly fun, a true expression of Isse Achcha Kya Hoga. This launch is a testament to our commitment to delight consumers while championing ingredients that resonate with India’s heritage and future.”
Kurkure Jowar Puffs will be available in Rs 10 and Rs 20 packs across North, West, and East India, through modern and traditional retail, leading eCommerce platforms, and quick-commerce apps.
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Naresh Khanna – 10 February 2025
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