Britannia 5050 introduces premium range with launch of caramel dipped crunchy layered sandwich
The launch marks a significant step in Britannia‘s ongoing effort to premiumise its snacking portfolio and cater to the increasingly sophisticated tastes of India‘s evolving consumer base.
INDIA – Britannia Industries has expanded its premium 5050 portfolio with the launch of the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, marking a fresh push into higher‑end, indulgent snacking in the Indian market.
The new variant builds on the success of the earlier Cheeze Dipped Crunchy Layered Sandwich, which debuted earlier in 2026, and signals Britannia’s strategy to move beyond classic biscuit formats into texture‑driven, premium sandwich‑style products.
The Caramel Dipped Crunchy Layered Sandwich combines the brand’s signature “50% crunchy, 50% melt” concept with a caramel‑forward profile, delivering a smooth caramel coating over baked, layered crispiness in a single bite.
The product targets a growing segment of urban and semi-urban consumers who are seeking premium snacking experiences at accessible price points.
The launch is consistent with a broader industry trend sweeping across India’s fast-moving consumer goods (FMCG) sector, where leading biscuit and snack manufacturers are aggressively expanding into differentiated, value-added formats.
Rising disposable incomes, greater exposure to global snacking trends, and the rapid growth of modern retail and e-commerce channels have collectively created fertile ground for premium biscuit innovations.
Britannia, with its vast distribution network spanning over five million retail outlets across the country, is well-positioned to scale the new product quickly and efficiently.
Britannia 5050, which has shaped everyday snacking in India for over three decades through its dual‑flavour crackers, is now re‑expressing its “crunch vs melt” idea through texture and format.
Siddharth Gupta, Vice‑President, Marketing, Britannia, highlighted that the brand is evolving to meet demand for more innovative snack experiences, where consumers want both crunch and creamy indulgence in the same serving.
Siddharth Gupta, Vice-President, Marketing, Britannia, said, “With the launch of Caramel and Cheeze Dipped Layered Sandwiches, we have taken the 5050 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.”
Britannia 5050 Caramel Dipped and Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and Q-commerce platforms.
The caramel‑dipped sandwich is currently rolling out across select cities at leading retail outlets, with Britannia planning wider distribution in the coming months.
The launch strengthens the company’s presence in the premium salty‑snack segment at a time when Indian consumers are increasingly open to premiumization and novelty in packaged foods.
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