INDIA: PepsiCo takes Kurkure to Canada and Gulf
PepsiCo has announced Kurkure will be manufactured in Canada and Saudi to serve local markets
PepsiCo has announced it is to launch Indian snack brand Kurkure to the Canadian and Gulf markets.
The puffed snack will be manufactured in factories in Canada and Saudi Arabia.
PepsiCo said it was targeting the growing South Asian population in both markets - described as "one of the largest minority groups in Canada" and comprising "more than 20% of the population" in the Gulf and UAE.
Vidur Vyas, senior director foods marketing for PepsiCo in India, said the brand was enjoying "double digit growth in volumes" in the Indian market.
"Kurkure is one of the most successful innovations for PepsiCo India foods and is a INR1000 crore+ brand. We are proud that the lovemark brand has created a demand which transcends borders and will now be manufactured and sold in Canada, UAE and the Gulf countries," he added.
Kurkure will be sold at a number of major retailers and convenience stores in these geographies. While the Indian product and brand architecture will be retained, the brand and marketing strategies will be led by the respective PepsiCo teams.
PepsiCo's factory in the Canadian town of Kentville in Nova Scotia will produce the line to be sold across "key cities" in Canada including Toronto and Vancouver.
The company's The Saudi Snack Foods Co. facility will produce the snacks for the UAE and Gulf region.
New Delhi, Monday, March 31, 2014: After the successful re-launch of the INR 1000 crore plus brand* Kurkure with an all new creative strategy, comprising an on-screen fun quirky Kurkure family of five celebs and a successful brand extension in the puffed snack category with 5 new shapes, PepsiCo India today announced that Kurkure is being manufactured and sold in Canada in key cities including Toronto and Vancouver as well as UAE & Gulf countries, where it is being manufactured in Saudi Arabia.
Research shows that South Asians are one of the largest minority groups in Canada, and among the fastest growing. Similarly in UAE and Gulf, South Asians comprise more than 20% of the population.
Now, consumers in Canada and Gulf can buy fresh Kurkure as it is being manufactured in the Kentville Nova Scotia facility of PepsiCo Foods Canada and in Saudi Snack Foods Co. facility of PepsiCo Foods Saudi Arabia which feeds the UAE and Gulf region. With the new line, consumers in these countries can now enjoy freshly packed Kurkure which offers great taste.
Kurkure will be sold at a number of major retailers and convenience stores in these geographies.
While the Indian product and brand architecture will be retained, the brand and marketing strategies will be led by the respective PepsiCo teams. The India team has collaborated with both the teams by sharing local learnings, in an endeavour to ensure consistent brand positioning, look and feel across markets.
Speaking on the occasion, Vidur Vyas, Sr. Director Foods Marketing, PepsiCo India said, “Kurkure is one of the most successful innovations for PepsiCo India foods and is a INR 1000 crore+ brand. We are proud that the lovemark brand has created a demand which transcends borders and will now be manufactured and sold in Canada, UAE and the Gulf countries.”
Sharing his thoughts on brand Kurkure’s journey, Vidur adds, “Over the last year, the all new Kurkure family has been the creative unifier in our efforts to create a mega brand with portfolio expansion and innovation. This has helped aid familiarity and acceptance for both our core collet range and recent introductions in the puffed snack range, strengthening our play in the category. The campaign has helped strengthen equity of the brand and has also led to double digit growth in volumes.”
15 years ago, Kurkure redefined the Indian snacking landscape by bringing an indigenously developed innovation product with a twist on traditional namkeens. Today it has grown into an iconic lovemark and is one of India’s most trusted brands in the Food Products category^. Its growing popularity has also spurred demand for the product in Indian communities abroad. This has led to Kurkure expanding its footprint globally with manufacturing & sales operations in many countries like Pakistan. Kurkure is currently being exported by PepsiCo India Foods to Nepal & Bangladesh.
Original source: PepsiCo
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