Britannia Industries has expanded its premium snacking portfolio with the launch of Britannia 5050 Cheeze Dipped and Caramel Dipped Crunchy Layered Sandwiches, marking a new phase for the brand that has been part of India’s snacking culture for over three decades. The new products aim to redefine the brand’s signature “50-50” identity by combining contrasting textures of crunch and melt in a single snack format. The newly launched sandwiches are made with 22 baked layers designed to deliver a structured crunch, while the cheese and caramel coating adds a smooth melting texture. According to the company, the products are positioned as a premium yet accessible snack offering for evolving consumer tastes.
Siddharth Gupta, Vice-President, Marketing at Britannia Industries, said the launch reflects changing consumer preferences for more engaging snacking experiences. He added that the new range takes the 50-50 concept beyond flavour and expresses it through texture while strengthening the brand’s presence in the snacking segment.
To promote the launch, the company has rolled out a television campaign featuring Rishabh Pant and Jemimah Rodrigues, reviving the iconic “Na Re Naa Naa” jingle in a refreshed format.
