My favourite Snack Kurkure safe from plastic

It is both unfortunate and tragic how a brand’s reputation can so easily be tarnished by a bunch of mischief mongers with an agenda. My favourite snack for all occasions has always been Kurkure. I love how versatile it is. I can use it as the base ingredient and make so many dishes out of it! So, it was with a heavy heart that I read about it having plastic in it.

I could not believe what I was reading at first! So, I decided to investigate before I could draw my conclusions. Most of the people who claimed that there was plastic in Kurkure did so because they believed that when they burnt it, it dripped of melted plastic. Which is kind of stupid! Anything and everything that drips is not really plastic.

So, when I dug deeper and tried to figure out why the piece of kurkure burnt the way it did, I came to a very simple conclusion that actually made sense to me. Kurkure contains carbohydrates and starch and oil, like most Indian foods. It also has air trapped in it. When you burn something that has the same combination as all of these it WILL burn in a similar fashion.

Safe in the knowledge that my favourite snack was still a snack and not plastic like how some people claimed it to be, I wanted to see where all this information was spreading from. Does it have any credible sources backing it? Is kurkure certified by the authorities? It is definitely certified by the respective authorities and anyone can read about the certification behind the packet. So, my advice to all of you is to not fall prey to stupid rumors, use your own judgement, examine all facts and then draw your conclusions. It is unfortunate how a bunch of people can malign a brand like that. Please don’t let such people abuse power! Eat your Kurkure and enjoy it.  

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.