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Crunch vs Melt: Britannia 50-50 settles the snack debate with cheeze dipped launch
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Friday, 27 February, 2026, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Britannia Industries has introduced the new Britannia 50-50 cheeze dipped crunchy layered sandwich, bringing together two distinct snacking experiences — crunch and melt — in a single bite. The premium format builds on the brand’s three-decade-old philosophy of duality, now expressed through texture rather than just flavour.
Crafted with 22 baked layers to deliver a structured crunch and enrobed in cheese for a smooth melt-in-the-mouth finish, the new variant aims to offer a balanced 50 percent crunchy and 50 percent melty experience. The product extends 50-50’s signature contrast proposition into a more indulgent, contemporary format.
To amplify the launch, the brand has rolled out a new TVC featuring Indian cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by MullenLowe Lintas Group, the campaign playfully dramatizes the Crunch vs Melt debate, with Pant and Rodrigues representing contrasting snack personalities. The film captures their light-hearted banter before the product resolves the debate in one satisfying bite. Adding a nostalgic touch, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar.
Siddharth Gupta, vice-president – Marketing, Britannia, said the launch takes the brand’s legacy of celebrating contrast beyond flavour and into texture. He added that bringing together both male and female cricketing icons symbolises the coming together of two distinct energies — much like crunch and melt.
Jemimah Rodrigues and Rishabh Pant echoed the campaign’s theme, highlighting the relatable and fun nature of the concept.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and Q-commerce platforms.
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