Kurkure has launched the ‘UP ka No. 1 Taste’ campaign to celebrate its bond with the people of Uttar Pradesh. For over 25 years, Kurkure has been a cherished part of Indian snacking, and this campaign reinstates its status as a household favourite across the state.

Known for its bold, masaledaar flavours, Kurkure relates to UP’s love for spicy and authentic snacks and has introduced a 65% extra pack of Kurkure Masala Munch. This value-packed offering ensures even more of the irresistible taste UP consumers adore, reaffirming Kurkure’s commitment to crafting snacks that cater to local preferences.

To spread the word, Kurkure collaborated with popular local influencers, to create engaging digital content that marketed the snack as UP’s top choice for every occasion, from casual chai breaks to festive gatherings.

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Speaking about the campaign, Aastha Bhasin, Category Lead at Kurkure, PepsiCo India, called the nation a vibrant mix of cultures and tastes. She stated that Kurkure takes pride in reflecting this diversity. She informed that Uttar Pradesh has always held a special place in Kurkure’s journey and the campaign is a way of honouring the state’s love for bold flavours. “It’s our way of saying thank you to UP, bringing even greater value and joy to every pack,” she added.

The Kurkure Masala Munch, now available in Rs 5, Rs 10, and Rs 20 packs, can be found at leading retail stores in cities like Lucknow, Kanpur, Varanasi, Jhansi, Sultanpur, Faizabad, Sitapur, and Farrukhabad.