Britannia Industries has expanded its premium snacking portfolio with the launch of Britannia 5050 Cheeze Dipped and Caramel Dipped Crunchy Layered Sandwiches, reflecting the growing shift in India’s packaged food industry toward value-added and texture-driven snack products. The move comes as consumer spending on premium convenience foods continues to rise across urban markets and emerging regional consumption centres.
The newly launched products combine 22 baked layers that deliver a crunchy texture with cheese and caramel coatings designed to create a melting finish. By extending the brand’s long-standing “50-50” identity beyond flavour into texture contrast, the company is positioning the range within the expanding premium everyday snacking category.
Siddharth Gupta, Vice-President, Marketing at Britannia Industries, said changing consumer behaviour is driving demand for more innovative snacking experiences. He noted that the launch aligns with the company’s strategy of strengthening its premium product offerings while remaining accessible to a wider consumer base. The company has supported the launch with a nationwide marketing campaign featuring cricketers Rishabh Pant and Jemimah Rodrigues, reviving the iconic “Na Re Naa Naa” jingle to enhance brand recall across generations.
