Britannia Treat Croissant launches Dubai Kunafa Croissant with Pista crème twist
The new product blends the rich flavors of Middle Eastern kunafa desserts with pistachio crème filling, offering consumers a fusion-style snacking experience in a convenient croissant format.
INDIA – Britannia Industries, a century-old leader in the global bakery and dairy category, has officially announced the launch of its highly anticipated new variant: the Britannia Treat Dubai Kunafa Croissant – Pista Crème.
Drawing direct culinary inspiration from the Middle Eastern dessert trend that has swept global social media markets over the past year, this product marks a milestone as the first commercial, mass-market effort to bring the viral Dubai pistachio-and-pastry flavor pairing to a shelf-stable, single-serve format.
The innovative snack combines the signature pillowy softness of a pre-packaged sourdough croissant with a smooth, luxurious center filling made from real pistachios.
By taking the distinct taste elements of a traditional kunafa, historically a crisp, syrup-soaked noodle pastry layered with rich fillings, and adapting it into a grab-and-go morning or afternoon snack, Britannia aims to make high-end, trending dessert flavors accessible to everyday consumers.
This product successfully expands Britannia’s Treat Croissant portfolio, which already features everyday options such as Cocoa, Vanilla, Mixed Fruit, and Triple Choco.
According to brand representatives, this strategic rollout is designed specifically to capture a rapidly changing segment of younger consumers who actively seek premiumized, globally inspired snacking choices.
The formulation bridges the comfort of a familiar breakfast pastry with the novelty of international luxury ingredients, offering a texturally rich, melt-in-the-mouth experience at an approachable price point.
It represents a substantial effort by Britannia to aggressively expand and premiumize the ready-to-eat croissant category across regional markets.
Industry analysts point out that by introducing a highly sought-after international flavour variant into quick-commerce (Q-commerce) and standard grocery channels, Britannia avoids the high prices and storage liabilities usually associated with fresh, artisanal boutique bakeries.
Market positioning reveals that the new flavor is currently being distributed across select metropolitan hubs and is actively rolling out nationwide through leading digital grocery networks, specialized retail outlets, and neighborhood supermarkets.
Commenting publicly on the major launch, Puneet Das, Chief Marketing Officer at Britannia, noted that globally inspired flavor profiles are driving immense consumer excitement today, especially within the indulgent sweets space.
Das emphasized that the goal behind the Dubai Kunafa Croissant – Pista Crème was to reimagine a trending, sophisticated flavor profile and integrate it cleanly into an affordable, everyday format that feels both entirely fresh and thoroughly comforting for the modern consumer.
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