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

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

Not every snack brand completes three decades and still feels relevant. As 50-50 completes 30 years, Britannia Industries celebrates the milestone with the launch of its premium new offering — the Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich.

Designed to deliver “50% crunch, 50% melt”, the latest addition blends structured crispiness with a rich, cheesy coating, offering a modern upgrade to a nostalgic favourite.

30 Years Of The Iconic 50-50 Legacy

For decades, 50-50 has been known for its distinctive sweet-and-salty flavour balance, creating a playful snacking experience that appeals across age groups. The brand built its identity around contrast — and now, it extends that philosophy beyond taste to texture innovation.

With evolving consumer preferences leaning toward indulgent yet accessible snacks, this launch positions 50-50 firmly in the premium everyday snacking segment.

What Makes The Cheeze Dipped Crunchy Layered Sandwich Different?

The new Cheeze Dipped variant introduces:

• 22 baked layers for enhanced crunch and structure

• A melty cheese coating for a creamy finish

• A layered sandwich format that elevates the snacking experience

• A balance of indulgence and portion satisfaction

The experience begins with a crisp bite and finishes with smooth, cheesy richness — delivering contrast in every mouthful.

Unlike many impulse snacks that leave you reaching for another pack quickly, this structured layered format aims to offer a more satisfying bite in a single serving.

A Premium Yet Accessible Snack Format

While positioned as a more indulgent offering, the Cheeze Dipped Crunchy Layered Sandwich remains accessible to everyday consumers. It caters to:

• Young urban snackers

• Office and travel munching needs

• Evening tea-time cravings

• On-the-go indulgence seekers

The product taps into India’s growing appetite for texture-forward snacks that combine crunch with creaminess — a format increasingly popular in both global and domestic markets.

Expanding The 50-50 Identity

With this launch, 50-50 evolves from being just a flavour-driven brand to a texture-driven innovation platform. By combining its signature duality concept with structural layering and cheese indulgence, Britannia reinforces its ability to adapt while staying true to its original DNA.

As the brand enters its fourth decade, this new variant signals a continued focus on experimentation, premiumisation, and consumer engagement.