The Fact Maker

Kurkure Expands Its Portfolio With An Innovative Flavour Offering, Kurkure Chaat Fills

  • Kurkure Chaat Fills is a savoury snack that comes with a centre filling
  • Priced at INR 10 and INR 20, Kurkure Chaat Fills comes in two unique flavours: Papdi Chaat Twist and Bhel Chutney Twist

Chennai: Kurkure, one of India’s most loved snack brands, has launched an innovative snacking experience like no other with Kurkure Chaat Fills. Inspired by the vibrant and diverse flavours of Indian street food, the first-of-its-kind snack comes in two flavours, Papdi Chaat Twist and Bhel Chutney Twist. Kurkure Chaat Fills combines the essence of chaat in a convenient, ready-to-eat format, providing consumers with an immersive multi-textural snacking experience.

The street food in India, popularly known as Chaat, has captured the hearts of millions with its regional specialties, unique flavours and diverse ingredients. With Kurkure Chaat Fills, the brand is taking this street food sensation and transforming it into an exciting savoury filled salty snack. The combination of a crispy outer layer and a burst of chaat flavour inside offers a play of textures and tastes that will captivate chaat lovers and fulfil the impulsive chatpata cravings of consumers anytime, anywhere.

“Our unwavering commitment to innovation has led us to redefine snacking by introducing disruptive flavours and revolutionary product formats,” said Aastha Bhasin, Category Lead, Kurkure, at PepsiCo India. “With Kurkure Chaat Fills, we have brought the authentic essence of Indian street food by infusing our global technology to the local palates and carved out a new category that responds to the growing consumer demand for chaat-flavoured snacks. Crispy on the outside and filled with a burst of flavours inside, Kurkure Chaat Fills delivers a lip-smacking experience that’s sure to satisfy your chatpata cravings!”

Kurkure Chaat Fills will be available at INR 10 and INR 20 across all leading retail and e-commerce platforms in India. The launch will be followed by a TVC and robust 360-degree surround campaign across multiple platforms. The anticipated TVC will star Bollywood actress and brand ambassador, Sara Ali Khan, making it her TV debut as the masaledaar new member of the Kurkure family!