PepsiCo enters millet-based snacking market with Kurkure Jowar Puffs
The product aims to blend traditional nutrition with contemporary taste, offering consumers a flavorful yet health-conscious alternative to conventional snacks.
INDIA – PepsiCo India has made a strategic leap into the millet-based snacking category by launching Kurkure Jowar Puffs, a new variant under its popular Kurkure brand.
This move aligns with the growing consumer demand for nutritious, sustainable, and locally inspired food options, as millets gain recognition as a superfood of the future.
The introduction of Jowar Puffs marks PepsiCo’s response to India’s evolving food culture, where traditional ingredients are being rediscovered and reimagined for modern lifestyles.
Jowar (sorghum), a time-honoured grain deeply rooted in India’s agricultural heritage, is the star ingredient in this new snack.
PepsiCo emphasized that this launch reflects a broader shift toward mindful snacking and the embrace of homegrown brands that support local communities and economies.
Aastha Bhasin, Director of Marketing for Kurkure and Doritos, stated, “With Kurkure Jowar Puffs, we are reimagining a time-honoured grain in a format that is both accessible and irresistibly fun.”
The product aims to blend traditional nutrition with contemporary taste, offering consumers a flavorful yet health-conscious alternative to conventional snacks.
Kurkure, originally launched in India in 1999, has been a staple in the country’s snack segment for many years.
Its expansion into millet-based offerings places it alongside other major FMCG players such as ITC, Britannia, Tata Soulfull, Marico, and Nestlé, all of whom are incorporating millets into their product lines to meet the rising demand for whole-grain and nutrient-rich foods.
The government’s push to promote millets, especially during the International Year of Millets 2023, has further accelerated innovation in this space.
Millets are not only rich in fiber and essential nutrients but also environmentally resilient, making them a sustainable choice for both producers and consumers.
PepsiCo’s move signals a broader industry trend toward health-forward snacking, and the company is expected to continue exploring millet-based innovations across its portfolio.
As Indian consumers increasingly seek snacks that are both tasty and nourishing, Kurkure Jowar Puffs could become a benchmark for how global brands adapt to local preferences.
With this launch, PepsiCo reinforces its commitment to blending heritage with innovation, offering a snack that’s rooted in tradition yet tailored for today’s palate.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
