Britannia Industries’ iconic 5050 brand, known for its signature duality of flavours, has been a part of India’s snacking culture for over three decades. Marking this milestone, Britannia introduces Britannia 5050 Cheeze Dipped and Caramel Dipped Crunchy Layered Sandwiches, a new range that reimagines the brand’s core idea of duality.
The Cheeze and Caramel Dipped Crunchy Layered Sandwiches carry forward the brand’s signature idea of duality in a new format. Crafted with 22 baked layers that create a structured crunch and enrobed with cheese & caramel that creates the melt, the product delivers contrast through texture. By bringing crunch and melt together in a single, defined bite, it offers a complete and satisfying snack on its own.
This launch builds on 50-50’s long-standing focus on evolving with consumer preferences while staying rooted in its distinctive dual identity. Over the years, the brand has expanded from flavour innovation to format expansion, strengthening its presence in the snacking category. Cheeze Dipped reflects the next phase of that journey, introducing a more premium expression within everyday snacking while remaining accessible.
Siddharth Gupta, Vice-President, Marketing, Britannia, said, “When we look at how India snacks today, it is clear that consumers are looking for more innovative and engaging ways to enjoy their favourite products. With the launch of Caramel and Cheeze Dipped Layered Sandwiches, we have taken the 50-50 idea beyond flavour and expressed it through texture, bringing together crunch and melt in a more premium format. As the brand continues to build on over three decades of celebrating contrast, this launch reflects our continued focus on evolving with consumer needs while strengthening our credentials in the snacking segment.”
Bringing the duality of texture to life and building on 5050’s long-standing association with cricket, the brand has also rolled out a TVC featuring Rishabh Pant and Jemimah Rodrigues. The film presents a fun “Crunch vs Melt” debate, with both cricketers representing different snack personalities. Their light-hearted banter showcases the contrast, which is ultimately resolved in one delicious bite of the product. Adding a touch of nostalgia, the film also features the return of the iconic “Na Re Naa Naa” jingle in a refreshed version, connecting with both long-time fans and a new generation of snack lovers.
Britannia 5050 Cheeze Dipped and Caramel Dipped Crunchy Layered Sandwiches are currently available across select cities at leading retail outlets and Q-commerce platforms.
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