Britannia Launches Cheeze Dipped Crunchy Layered Sandwich, Expands 50-50 Portfolio

Britannia Industries launched Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich as the brand 50-50 marks 30 years in India. The product story comes alive in a campaign featuring Rishabh Pant and Jemimah Rodrigues, where the contrast between Crunchy and Melty is expressed through their on-screen energy and playful interactions. 

The new launch carries forward the brand’s idea of duality in a new format. Crafted with 22 baked layers, the product delivers contrast through texture, and builds on 50-50’s focus on evolving with consumer preferences while staying rooted in its identity. Over the years, the brand has expanded from flavour innovation to format expansion. 

Siddharth Gupta, Vice-President, Marketing, Britannia, said, “With Cheeze Dipped, we have taken the 50-50 idea beyond flavour and expressed it through texture, bringing together crunch and melt in a more premium format. As the brand continues to build on over three decades of celebrating contrast, this launch reflects our continued focus on evolving with consumer needs while strengthening our credentials in the snacking segment.”

Cheeze Dipped marks an important addition to the 50-50 portfolio. The launch reflects Britannia’s ongoing focus on strengthening everyday snacking with formats that make snack time more enjoyable.