Kurkure, one of the biggest snack brands in India and Pakistan, which was launched in the UK in 2021[1], is heating up the Savoury Snacks Category with the launch of its newest flavour – Chilli Chatka. Made with an aromatic blend of chilli, spices and lentil flour, Kurkure Chilli Chatka is now available in the convenience and wholesale channel.
With shoppers always on the lookout for bolder new flavours and snacking experiences, the crunchy texture and full-on taste from Kurkure will appeal to consumers looking for something different to their usual snacking choices. Kurkure Chilli Chatka packs a spicy punch that delivers the authentic taste that Kurkure is known for and follows the success of Kurkure’s Masala Munch and Naughty Tomato flavours, which gained a combined £723m in value sales in 2022[2].
Ekaterina Petrova, Senior Brand Manager at Kurkure says: “Kurkure aims to celebrate the diversity of Britain while authentically representing the rich heritage of Asian cuisine and Kurkure Chilli Chatka is the perfect new addition to our portfolio due to its punchy flavour profile. Having already established itself as a well-loved brand amongst retailers and consumers abroad, Kurkure is poised to tap into the growing appetite for new textures and strong flavours[3]. In the last year, 50% of all convenience retailers stock Asian-inspired savoury snacks, and demand is rapidly rising[4]. Kurkure plans to cement its place as the go-to Asian snack brand in the UK by helping to drive sales, especially
during celebratory periods.”
In the lead-up to Diwali last month, Kurkure supported the launch of the Chilli Chatka flavour with in-store activations and sampling at the top 25 Bestway and Unitas depots where World Foods sell the most, to showcase South Asian culture.
Kukure Chilli Chatka is now available to buy for convenience retailers from Bestway, Unitas, and OWH, and to order via Amazon and Nisa. The flavour is available in 80g £1.25 RRP price-marked-packs and 100g packs*. The price-marked-pack (PMP) format ensures that this NPD is available in the format that drives the most growth in the convenience channel[5].
*Pricing is at the discretion of the retailer
[1] Kurkure is the 3rd largest brand in the entire Salty Snacking landscape in India (source: Insights industry construct, Nielsen, PGM) Kurkure is 8.5% of the total salty snacks category (Euromonitor Report June 2021)
[2] Nielsen, RSV, 2022
[3] PepsiCo Consumer Landscape study 2021 (Bolt) – All Snacking UK
[4] KAM Research, Kurkure Convenience Retailer Survey, August 2022
[5] Nielsen 52 WE 04.03.23 vs year ago
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