Why PepsiCo’s Gianmauro Vella Loves Kurkure

Introduction

In the competitive world of snack food, brands often stand out for their unique flavors, textures, and cultural connections. For Gianmauro Vella, PepsiCo's Head of Design for APAC and AMESA (Asia Pacific, Africa, Middle East, and South Asia), Kurkure has a special place in his heart. Known for its bold flavors and iconic crunchy texture, Kurkure has become one of the most beloved snack brands in the region. Vella’s enthusiasm for the product sheds light on the strategies that have made Kurkure a consumer favorite and a key player in PepsiCo’s portfolio.

Kurkure, a crunchy and flavorful snack, has developed a strong following due to its deep cultural resonance. Vella emphasizes that Kurkure is more than just a snack—it’s a symbol of togetherness and fun. Whether it’s at family gatherings, parties, or a quick snack break, Kurkure plays an integral role in everyday life, particularly in India and other parts of South Asia.

• Cultural Significance: Vella points out that the brand’s success lies in how it has managed to connect with consumers at a personal level. The flavors of Kurkure are tailored to regional tastes, making it a product that feels "homegrown" in every market it serves.
• Consumer-Centric Branding: The way Kurkure markets itself—emphasizing enjoyment, togetherness, and spontaneity—resonates strongly with consumers, especially in the snack food category.

Vella’s passion for the brand is rooted in both its design and its market impact. As the head of design