Taking Indian innovated products for global markets to the next level, foods and beverages giant PepsiCo is now producing its 'Kurkure' snacks in Canada and Saudi Arabia.
"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," the company said.
Commenting on the move, PepsiCo India Senior Director, Foods Marketing, Vidur Vyas, said: "Kurkure is one of the most successful innovations for PepsiCo India foods and is a Rs 1,000 crore-plus brand...And will now be manufactured and sold in Canada, UAE and the Gulf countries."
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 company added.
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, it said.
Canada and Saudi Arabia are the only countries after Pakistan where PepsiCo will manufacture the Kurkure snacks.
Elaborating reasons for the move to start manufacturing Kurkure in these two countries, the company said South Asians are one of the largest minority groups in Canada and among the fastest growing. Similarly in the UAE and Gulf, South Asians comprise more than 20 per cent of the population.
It is looking to tap these population.
Vyas said over the last year the company has been focusing on a campaign to create a mega brand with portfolio expansion and innovation.
"The campaign has helped strengthen equity of the brand and has also led to double digit growth in volumes," he added.
Kurkure made its debut 15 years back in India and expanded its footprint globally with manufacturing and sales operations in many countries. Kurkure is currently being exported by PepsiCo India Foods to Nepal and Bangladesh.
