PepsiCo India’s flagship snack brand Kurkure has planned to launch Twistkeens, a new category, catering to the rising trend of consumers looking for tasty everyday snacking options. The new Kurkure will be available in the Bikaneri bhujia, Andhra Pradesh’s muruku and Shahi namkeens.. These salty snacks comprise ingredients like kaala chana, rice, premium dry fruits and seeds. Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. Research has shown that a consumer generally takes less than 7 seconds to make a purchase decision when buying a snack and the first thing he/she notices is the colour followed by the shape, brand name and finally the key ingredients that go into making the product.
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. The new packaging strongly reiterates Kurkure’s Kitchen ingredients story and noticeably sets apart one flavor from the other. The new packaging effectively displays product format on each pack, making it easier to distinctly understand the offering of each variant and distinguish it from other me-too brands.