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 market for over three decades.
The company said the new products build on the brand’s signature “50-50” concept of duality by combining crunch and melt in a single snack. Made with 22 baked layers for a crunchy texture and coated with cheese and caramel for a smooth finish, the new range aims to offer consumers a more premium snacking experience while remaining affordable for everyday consumption.
According to the company, the launch reflects changing consumer preferences for innovative snack formats and textures. Siddharth Gupta, Vice-President, Marketing at Britannia Industries, said the company is focusing on evolving with consumer demand while strengthening its position in the growing snacking segment.
To promote the launch, the brand has rolled out a television campaign featuring Rishabh Pant and Jemimah Rodrigues. The campaign revives the brand’s iconic “Na Re Naa Naa” jingle in a refreshed format centred on a “Crunch vs Melt” theme.
In Kolkata, premium packaged snacks continue to witness rising demand, particularly among younger consumers seeking new flavours and textures. Retailers in the city noted that the expansion of quick-commerce platforms and modern trade outlets has helped brands like Britannia strengthen visibility and reach in the competitive snacking segment.
The new Britannia 5050 products are currently available in select cities through retail stores and quick-commerce platforms.