Britannia 50-50 has unveiled its latest innovation, the Cheeze Dipped Crunchy Layered Sandwich, reimagining its long-standing philosophy of duality. Designed to celebrate two distinct snacking preferences-crunch lovers and melt enthusiasts-the new variant combines both experiences in a single bite.
Staying true to its iconic 50-50 identity, the product features 22 baked layers that deliver a structured crunch, enrobed in a smooth cheese coating that adds a rich, melty contrast. Moving beyond flavour, the brand brings texture to the forefront, offering a balanced and satisfying snacking experience in a premium format.
To amplify the launch, Britannia has rolled out a television commercial featuring Indian cricket stars Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas, the campaign transforms the “Crunch versus Melt” debate into a playful on-screen exchange. Representing two contrasting snack personalities, the duo engages in light-hearted banter before the product resolves the debate in one harmonious bite.
Adding a layer of nostalgia, the beloved “Na Re Naa Naa” jingle returns in a refreshed version, reconnecting the brand with audiences across generations. Britannia highlights that bringing together both male and female cricket icons reflects the brand’s spirit of contrast and unity.
Currently available in select cities across retail outlets and quick-commerce platforms, Britannia 50-50 Cheeze Dipped aims to redefine indulgent snacking while reinforcing the brand’s legacy of celebrating delightful differences.
