Bringing its innovation expertise at the forefront, PepsiCo India developed Kurkure Twistkeens based on an extensive research and insights across 20-plus cities with 5,000-plus consumers. The research suggested that consumers were looking for a modern and a convenient format to consume their favourite traditional namkeens.
Over the past two years, PepsiCo worked on cutting-edge technology with its global and local research and development (R&D) teams from three countries - India, the United States and Mexico - to develop a modern format retaining the flavour of Indian traditional namkeens. Kurkure Twistkeens is truly a snack made for the consumers, by the consumers.
Speaking on the launch, Jagrut Kotecha, vice-president, snacking category, PepsiCo India, said, “PepsiCo India has always been at the forefront of innovation in the snacks category by creating categories and bringing locally-relevant, great-tasting and quality products to Indian consumers.”
“With Kurkure Twistkeens, we aim to create an entirely new category in the salty snacks industry, like we did with Collet over the years. We are confident that this will resonate well with consumers and will prove to be another significant step in our goal to double our salty snack business in India over the next five years,” he added.
Kurkure Twistkeens will be manufactured at PepsiCo’s state-of-the-art snack manufacturing facility in Pune, Maharashtra. The three variants - Bikaneri, Andhra, and Shahi - will be available at price points of Rs 15 and Rs 55 in 18 cities across India through leading modern trade, e-commerce and select traditional trade channels.
The range will be marketed through a 360-degree marketing campaign led by digital for awareness amongst urban consumers and through in-shop activations and product trials.
The product design of the range has been hand-crafted and gets its design inspiration from Indian traditions. For instance, Bikaneri Twistkeens’ product design has been inspired by Indian Rangoli; that of Andhra Twistkeens has been inspired by water droplets, and that of Shahi Twistkeens from Indian royal symbols.
Kurkure Twistkeens comes in an easy-tear packaging with vibrant colours and appealing graphics for the consumers to serve straight from the packet.
