For over three decades, Britannia Industries’ iconic brand, 5050, has shaped everyday snacking in India through its distinctive dual-flavour proposition. After successfully pivoting into the premium segment with its "Cheeze Dipped" Crunchy Layered Sandwich earlier this year, the brand has extended its premium range with the new Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, a caramel nuanced flavour with the range’s signature 50% crunchy, 50% melty experience.

The product addresses an evolving landscape in the Indian snacking category, where traditional crunch is now being complemented by a rising demand for indulgence. Indian consumer preferences are evolving towards more premium "melt-in-the-mouth" textures while actively seeking newer, more diverse flavour experiences.

India is also witnessing a growing adoption of caramel in both Western and traditional food segments, and the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich delivers on this demand by blending meticulously baked layers of signature crunch with a smooth caramel enrobing.

This "crunch-to-melt" transition offers the multi-sensory contrast that frequent snackers now crave to elevate their routine. By bringing the melty taste of caramel and elevated 5050 crunch together in a single, defined bite, it offers a complete and premium snack for those seeking dual flavours and textures.

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 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.