Britannia Industries has expanded its 5050 portfolio with the launch of a caramel-dipped layered sandwich biscuit, marking a continued push into the premium snacking segment.
The new variant builds on the brand’s evolving dipped sandwich range, combining crunchy layered biscuits with a smooth caramel coating. Designed to deliver a contrast of textures, the product brings together a crisp bite and a melt-in-the-mouth finish-extending the core “5050” proposition beyond flavour into a more experiential format.
The launch aligns with shifting consumer preferences in India, where snacking is increasingly driven by indulgence, novelty, and multi-sensory appeal. Caramel, in particular, has emerged as a popular flavour across categories, reflecting a broader move toward richer and more dessert-like profiles.
According to Siddharth Gupta, vice-president of marketing at Britannia, the new offering aims to reimagine how consumers engage with familiar products. By focusing on both flavour and texture, the brand is looking to create a more engaging and premium snacking experience while staying true to its legacy of celebrating contrast.
With over three decades behind the 5050 brand, this expansion represents a strategic shift from traditional positioning toward more elevated formats. The company is not just adding new flavours but redefining product experience to remain relevant in a competitive and evolving market.
The caramel-dipped variant is currently available across select cities through retail outlets and quick commerce platforms, with a broader rollout expected as demand scales.
