India – Britannia Industries has expanded its iconic 50-50 brand with the introduction of its ‘50-50 Cheeze Dipped Crunchy Layered Sandwich’, a new format designed to combine contrasting textures in a single snack.
The product features 22 baked layers that provide a structured crunch, enrobed in cheese, reflecting the brand’s signature duality of “50 per cent crunchy, 50 per cent melty.” The launch also builds on 50-50’s long-standing focus on evolving with consumer preferences while retaining its distinctive identity in the snacking category.
“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 Cheeze Dipped, we have taken the 50-50 idea beyond flavour and expressed it through texture, bringing together crunch and melt in a more premium format,” said Siddharth Gupta, vice president for marketing at Britannia.
He added, “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.”
The product launch is supported by a campaign featuring Rishabh Pant and Jemimah Rodrigues.
