Britannia Treat Croissant rides Dubai Kunafa trend with new launch

MUMBAI: Looks like the Dubai dessert craze has found a new passport and this time, it’s wrapped in flaky layers. Britannia Treat Croissant has expanded its premium snacking portfolio with the launch of Dubai Kunafa Croissant – Pista Crème, tapping into one of the most talked-about flavour trends to emerge from social media feeds and dessert counters worldwide. The new offering combines the soft, layered texture of a sourdough croissant with a rich pistachio crème filling, drawing inspiration from the wildly popular Dubai Kunafa flavour profile that has captured the attention of food enthusiasts across markets.

The launch reflects a broader shift in India’s packaged food industry, where global flavours are increasingly shaping consumer preferences. As younger and urban consumers seek indulgent experiences beyond traditional snack options, brands are racing to translate international food trends into convenient, ready-to-eat formats.

Britannia’s latest entrant attempts exactly that. By pairing the familiarity of a croissant with the indulgence associated with pistachio-rich Middle Eastern desserts, the company is positioning the product as both accessible and aspirational.

The result is a snack designed to sit at the intersection of comfort and curiosity. Familiar enough for everyday consumption, yet distinct enough to stand out in an increasingly crowded premium snacking market.

Britannia chief marketing officer Puneet Das said the idea was to reinterpret a flavour profile already generating strong consumer excitement in a format that feels familiar and easy to enjoy. He noted that the combination of pistachio crème and soft croissant layers was intended to create a richer and more elevated snacking experience.

The launch also strengthens Britannia’s presence in the croissant segment, where it already offers flavours such as Cocoa, Vanilla, Triple Choco and Mixed Fruit. With Dubai Kunafa-inspired products continuing to trend globally, the new variant gives the company a timely entry into a flavour conversation that consumers are already actively following.

As global food trends increasingly travel from social media to supermarket shelves at record speed, Britannia’s latest launch is a reminder that today’s snack aisle is becoming as much about cultural trends as it is about taste.

The Dubai Kunafa Croissant – Pista Crème is currently available in select cities through leading retail stores and quick-commerce platforms, giving consumers a chance to sample a global dessert phenomenon without leaving their neighbourhood.