Britannia Industries has strengthened its premium snacking portfolio with the launch of a new caramel-dipped variant under its popular Britannia 5050 range, as it taps into rising consumer demand for indulgent and texture-led snacks.
The new offering is part of the brand’s dipped layered sandwich segment and features stacked biscuits coated with caramel, combining a crunchy bite with a melt-in-the-mouth finish. The launch builds on Britannia’s recent push into premium formats that go beyond traditional flavour extensions to deliver differentiated texture experiences.
The move comes amid evolving snacking habits in India, where consumers are increasingly gravitating toward richer, more indulgent formats and experimenting with diverse flavour profiles, including caramel-based offerings across categories.
Siddharth Gupta, Vice President – Marketing at Britannia, said the launch reflects changing consumer expectations around innovation in everyday snacks. He added that the new caramel and cheese-dipped layered sandwiches reinterpret the brand’s long-standing “5050” positioning by blending contrasting textures such as crunch and melt, in a premium format.
The product is currently being rolled out in select cities and is available through retail outlets as well as quick commerce platforms, aligning with the growing importance of instant delivery channels in urban markets.