• Kurkure Playz to strengthen presence in the growing puffed and pellet segment

• Comes in two product offerings, Kurkure Playz Puffcorn and Kurkure Playz Pasta, in cheese and herby flavors respectively

• Kurkure Playz forays into the growing affinity for light-textured snacks

Bringing a playful twist to the new year, Kurkure, one of India’s most loved snack brands, 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 the all-new Kurkure Playz Pasta, 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 flavor, whilst the all-new Kurkure Playz Pastax has a creamy herb and onion flavor in a pasta-shaped bite.

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 flavors 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.