Brands
Tata Soulfull stirs up oats aisle with Misal and Gondhoraj flavours
NATIONAL: Trust Tata Soulfull to put the “oat” in “desi favourite”. The brand has rolled out two new masala oats plus variants that blend local flavour with modern convenience, giving India’s snackers something both nostalgic and nifty.
The launches, Masst Misal for the west and Gondhoraj Chilli for the east, extend the brand’s millet-powered range. Each variant carries 25 per cent millets and the line’s trademark non-sticky texture, aimed at consumers who want full flavour without the fuss.
Masst Misal is a nod to Maharashtra’s beloved Misal, that fiery bowlful that is less dish and more devotion. Tata Soulfull has recreated the signature masala hit in a lighter, oat-and-millet avatar that cooks in four minutes. The launch will focus on Maharashtra and Gujarat with a lively regional campaign built around food bloggers, festival sampling and in-store theatrics. The tagline, “non-sticky masst, misal swaad jabardasth”, keeps the tone street-smart and spirited.
In the east, the brand has tapped into Bengal’s most cherished aroma with Gondhoraj Chilli, which pairs the citrusy Gondhoraj lime with a subtle chilli warmth. Made for West Bengal, the variant keeps the range’s emphasis on fibre, speed and texture. Sampling across markets, offices and neighbourhood gatherings will drive the rollout alongside a creative campaign steeped in local cues. Its tagline, “non-sticky moja, gondhoraj chilli swaad-er raja”, aims for cheerful familiarity.
Tata Soulfull CMO Rasika Prashant, said the flavours were designed to capture the “soul of local favourites” in formats suited to today’s rushed routines. Misal carries the energy of the streets and Gondhoraj brings a hit of home, she noted, adding that comfort foods need not demand long cooking sessions.
With these launches, Tata Soulfull continues its pitch for regionally rooted, flavour-forward convenience foods, promising snacks that are quick, wholesome and packed with local character.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
