Kurkure has diversified its flavor to include Chatpata Cheese which is a new snack flavor available in the snack brand’s March 2021 collections. The new Chatpata Cheese flavor blends best of both worlds: Indian Masala taste with hints of Cheddar Jalapeno. This boldly enhances the brand’s offerings while flavors complement each other. Neha Prasad, Associate Director and Brand Lead for Kurkure, discusses the journey and marketing strategy behind the release.
Kurkure’s Strategic Flavor Innovation
Kurkure’s Chatpata Cheese is not simply a new variation; it is a strategic addition that seeks to capture the changing palate of the Indian snack consumer. So, we decided to break the monotony that had set into the snack category. By adding a ‘cheese’ variant to the masala-centric range, we are giving what the consumers want: something different and exciting.” The new flavor, which has already met its sales expectations in a short period, is maintaining a double-digit growth pattern.
Availability and Price Range
Chatpata cheese snack’s introduction is really making it possible for more people to access the brand as PepsiCo said it will sell this snack at three different prices namely INR 5, INR 10 and INR 20. The snack is sold through all major retail and e-commerce sites in India targeting the robust clientele of Kurkure brand.
Marketing Campaign Focus
Kurkure is aiming for a wider reach with its Chatpata Cheese snacks and has designed a multi-pronged media strategy. As Prasad puts it, ‘availability is both physical and mental.’ The company will employ all available channels including television advertisements, social media, digital advertising and focus on the youth segment of the Indian market engaging the youth with promotional activities.
Post-Pandemic Trends and Consumer Loyalty
Reflecting on trends in the post-pandemic world, Prasad highlighted two key observations. First, as people are getting back to their regular routines, sales for Kurkure have seen a boost. Second, consumer loyalty has resurged, with many returning to their favorite brands after months of uncertainty.
Conclusion
Kurkure’s Chatpata Cheese shouldn’t only be seen as a flavor addition but as a representation of how the brand manages to innovate without losing touch with its audience. Supported with a solid marketing plan and an exciting new flavor, Chatpata Cheese has all the credentials to establish itself as a permanent feature in india’s snacking culture.
