Britannia Industries has launched a Marvel-inspired special edition range for its popular biscuit brands Jim Jam and Jim Jam Pops, tapping into the high-energy world of Superheroes to strengthen its appeal among younger consumers. The limited-edition packs feature iconic characters from the Marvel universe, including Captain America, Thor, Iron Man, Deadpool and Wolverine.

Designed as a collectible range, the packs draw from each character’s instantly recognizable visual cues, using bold graphics and distinctive motifs to add a playful, action-led layer to Jim Jam’s snacking proposition. The collaboration is rooted in a simple, yet relatable insight-Super Heroes are almost always in action, with their hands full. Translating this idea into a light-hearted narrative, the campaign positions Jim Jam as a convenient snack that can be enjoyed easily with one hand, even in the middle of chaos.

This thought comes alive in a new campaign film that stages a fictional press conference featuring Marvel cosplayers. The serious tone is humorously disrupted by an unexpected question from Jimmy and Jammy, reinforcing the brand’s core promise of fuss-free, anytime indulgence.

Speaking about the launch, Siddharth Gupta, vice president – marketing at Britannia Industries, said the brand continues to stay closely connected to pop culture, particularly to engage Gen Z audiences who shape what’s current and relevant. He added that the Marvel collaboration offers a unique opportunity to deliver a cohesive brand experience while staying firmly rooted in product truth.

Extending the engagement further, the brand has introduced a No-Twist Challenge. By scanning the special edition packs, consumers can access an interactive game where they step into the role of their favorite Superhero, battling enemies with one hand while enjoying Jim Jam with the other mirroring the campaign’s central idea of action-packed convenience.