Britannia’s 50-50 Turns 30 With A New Cheeze Dipped Crunchy Layered Sandwich

Not all snacks are lucky to survive over 30 years. If they do, they become habits. That is what Britannia Industries has done with its iconic 50-50 brand. With 50-50 marking 30, Britannia is celebrating the introduction of a new item to the shelf: the Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich. It is a luxury spin on a well-known classic, and is meant to convey just one thing: 50% crunch, 50% melt.  

Britannia Marks 30 Yrs Of 50-50 With Cheeze Dipped Crunchy Layered Sandwich

For years, 50-50 has been synonymous with its dual-flavour concept. The journey started with the iconic sweet and salty balance that brings playfulness to the palate.  This new release extends that thought to texture. Cheeze Dipped features 22 baked layers that provide rigidity and structure to a crunch. Then on goes the melted Cheeze coating.  Crunch first, creamy finish. A single bite is good as is, which becomes important when snackers feel like having something good but do not need to grab another pack five minutes later.  

Why This New Launch Fits Everyday Snacking

Indian consumers do not snack like folks in the West. They desire something new but not bewilderment. They desire a luxurious experience that packs value in every bite.   

Cheeze Dipped is a good fit there. A biscuit of superior quality compared to a regular snack, yet affordable for a daily bite. You don’t need a festival or an occasion to open a packet, just a little craving during tea breaks, workstation gossip, and at night when one feels like munching on a snack.  

Siddharth Gupta, Vice-President, Marketing, Britannia, explained that there is an evident change in the way people interact with snacks nowadays. People want to find more interesting ways to consume snacks without losing familiarity. This launch is a manifestation of that shift and remains loyal to what made 50-50 work in the first place. 

Cricket, Contrast And A Campaign That Clicks  

The product promotion leans towards contrast. It stars Rishabh Pant and Jemimah Rodrigues, two individuals of very different natures.  

The movie banks on Crunchy versus Melty with the screenplay banters and chemistry between them. It is light, fun-filled, and based on cricket, an association that 50-50 has had since the start of the journey. The message is natural rather than artificial, just as the product itself.  

What This Means For The 50‑50 Brand

Cheeze Dipped is not a one-time experiment. It marks the following stage of 50-50 development, which translates to the evolution in flavour and form.  

Britannia is focusing on textured, layered snacks, which shall make everyday events special. It reinforces the existence of the brand in snack-overwhelmed aisles and reminds customers why 50-50 does not vanish despite being 30 years old.  

Also Read: This Holiday Season, Build A Grazing Table That Looks Fancy But Is Surprisingly Easy To Put Together

Where To Get A Packet Of Cheeze Dipped? 

The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is already available in some of the Indian cities. It is available at major retail outlets and on major Q-commerce network sites and will soon be available Pan-India. So, get ready to enjoy a delightful, cheesy and crunchy snack with a touch of play!

Cover Image Courtesy: Supplied