Kurkure does burn ‘like’ Plastic!

The other day I was hit by a bothering fondness that hits the best of us – craving for something really spicy, crunchy and sinful on the tongue. And this was at 3am in the morning with next to nothing in my awful fridge! Scourging all the possible nook and cranny of my apartment where I could find something edible, I ended up finding 2 packets of Kurkure. Now this didn’t really please my craving stomach and my hungry mind!

But then couldn’t really keep the 3am hunger pangs aside and chose to attack the snack. Wham! What just hit me? A fiery taste awoke my taste buds and I couldn’t take a break till I had finished them off with one final gulp. I wondered how I had been aloof from this tastelicious snack. And then I remembered the infamous ‘Kurkure burns like plastic’ video on YouTube.

The video claiming to show how Kurkure had plastic was a major catalyst in my appetite drop for the range of Kurkure snacks. So what was that video all about? I played it again to see and then came across an article on some blog site where the reader was asked to overheat panipuri s or papad and see the result. So I thought why not try it; a packet of papad had escaped my violent hunger assault and sat prettily on the shelf. I put it on fire, yes I did. And guess what, it started burning! So does it contain plastic? Well even a nitwit would say that it doesn’t.

Then why did the Kurkure in the YouTube video burn like that. It is because of all the carbohydrates and vegetable oil that the snack contains that the Kurkure products seem to burn. They are not burnt but simply get roasted when subjected to direct heat like fire.

Made from trusted and high quality ingredients like rice, corn, besan, salt, vegetable oil and spices like chilli powder, pepper powder, garlic powder, curry leaf powder, onion powder, turmeric powder, fenugreek powder, mace powder, coriander powder and cinnamon powder, this is one snack that is definitely not unhealthy for us. I decided eating Kurkure can’t be more dangerous to health than the normal packet of our favorite potato chips or the irresistible panipuri by the road.

And the wide range of Kurkure flavours available in the market, I bet you can’t resist this product for all the taste in the world.

Does Kurkure have harmful effects?

With the latest Maggi fiasco at hand, I suddenly came across a question by someone on the ubiquitous social media space about why Kurkure isn’t banned from the country too!! I mean I understand the panic created over the recent findings with the decades old Nestle product but that’s no reason to take a dig at another popular snack.

The fact remains that Kurkure does not burn because it contains plastic but because it contains carbohydrates and vegetable oil. Elements like rice, corn and gram meal, edible oil, seasonings, salt, spices and condiments make for high content of starch in any snack. These are the primary ingredients of the Kurkure products. Also this makes for a high content of oil than water in the product. Hence Kurkure tends to roast in fire and leave behind an oily residue. In the Kurkure burn video this residue is famously claimed to be the melting plastic. Even the smell that is supposed to be that of melting plastic is nothing but one belonging to burning starch.

The Kurkure company has been following all the stringent rules that pertains to food safety, quality and regulatory requirements. Hence one need not be doubly cautious about the Kurkure manufacturing. Kurkure is not, I repeat not harmful for your health. It’s not an unhealthy snack but rather a crispy, tasty and safe snack to be enjoyed with in all possible times. Pair it with your favourite bhel or sev puri or make a standalone evening snack out of it, the Kurkure products are not dangerous to your health.  You can gulp them down with your favourite beverage too.

What else, they have the all new Kurkure Butter Masti as the latest offering from the stable of delicious snack range. Try them and I bet you will want to have more – the butter simply transports you to a dreamy world.

The new Kurkure masti on the block

Ever had a moment of epiphany and then were brought down straight to your mundane life in a jhatka? Well it was just the other day that I happened to come across the all new Kurkure Butter Masti TVC doing the rounds on YouTube.

What caught my eye was the slow motion treatment given to the ad to emphasize on the dreamy richness of butter when added to any of our dishes. The Bollywood Banker younger son of the famous ‘Tedha Hai Par Mera Hai’ family aka Kunal Kapoor lands into a dream after tasting the Kurkure Butter Masti and sees his wife, Bahu Remix aka Parineeti Chopra running towards him in true Bollywood fashion. But then the tadka in the Kurkure product brings him back to reality and you can see how. It’s the doing of the spicy ingredient in the new Kurkure pack that literally brings one back to the reality with a jolt.

The ad also portrays the ingredients that go into the making this finger lickingly good Kurkure snack in an emphasized way. We see an assortment of rice grains, corn cobs, sweet corn, dal and the delicious coil of butter roll melting with the ingredients. Priced at only Rs. 8 for 35gm, I bet you can’t stop drooling on this pack. 

Rajiv Mathrani, Director & Category MarketingHead – Snacks, PepsiCo India, remarked that “Kurkure has been at the forefront of innovation since its launch and the brand resonates very well with Indian values, which are traditional yet blended with a modern outlook. The new flavour Butter Masti is our ode to India’s love for butter and spice. Butter Masti is another pioneering effort in its category from Kurkure. The campaign talks about the great taste experience of Butter Masti exemplified via the campaign line ‘Butter ka mazaa, Kurkure ka tadka’.”

Want to catch the ad and experience the richness that this Kurkure product promises to treat your palate to? Watch the 'Butter ka Mazaa, Kurkure ka tadka' video here: http://bit.ly/1B5Dg7H

Kurkure Flavour time Masti

Today I’m going to talk about the easy and quick way of trussing up any of your snack recipe. The fast way of adding flavour to your evening snacks of muri, bhajji, chai and pretty much everything else is a healthy dose of Kurkure products. Before you jump to the conclusion that Kurkure is harmful for your health and that it contains plastic, let’s throw light on some key facts. Kurkure products are made from rice bran oil that cuts off 40% of saturated fat. The other Kurkure ingredients happen to be edible and recommended rice meal, corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours that render the lovely crispy quality to the snack accompaniment. The making of Kurkure is safe enough for you to consume.

The new flavours leave a heady mix of tangy, chilly and chatpata aftertastes to your mouth, especially the Kurkure Naughty Tomato and Kurkure Chilly Chatka variants. Add some chopped dhaniya and shredded cheese, yes you read it right, cheese and these miny masala chunks will give your tastebuds an unexplainable experience. Next, you should definitely try out the Kurkure Solid Masti Twisteez Teekha Khatta Meetha with chopped onions and the Kurkure Puffcorn Yummy Cheese with some samosa if you want. Also if you are preparing your favourite puri sabzi you can generously include any of these Kurkure products with it. All these combinations will add a nice Kurkure Tadka to your life.