Britannia 5050 goes desi with Mathri Masti

Britannia adds yet another first-of-its-kind innovative product to their well-entrenched 5050 crackers portfolio – 5050 Mathri Masti. The newly launched 5050 Mathri Masti promises to deliver a traditional spiced taste of home-made ‘Mathri’, a popular snack item in the Hindi heartland. Made up of classic Indian flavour ingredients mainly Ajwain and pepper, it will satiate your taste buds and leave you craving for more!

The discerning Indian consumer craves for Indian flavours in all food categories, thereby inspiring Britannia to choose the desi route while developing 50 50 Mathri Masti. Though other food categories like noodles and beverages have infused traditional Indian tastes in their products, this is the first time an Indian biscuit brand is exploring this route.

The crackers category has primarily comprised of two staple variants -  salt and sweet & salty with minimal innovations for the past many years, leaving consumers craving for new experiences. Building on the success of Maska Chaska and the launch of Mathri Masti, the brand aims to offer consumers a diverse portfolio of differentiated tastes in a delightful snack- able cracker format.

5050 Mathri Masti will provide a much lighter and tastier option to consumers who want to avoid fried and oily snack options. The product will pair as a perfect snack with homemade pickle or chutneys.

On the occasion of the launch, Mr. Ali Harris Shere, VP Marketing, Britannia Industries Limited said,“We have recently consolidated the entire range of crackers under the 5050 portfolio and feel the route to grow the category is by offering consumers first-of-its-kind desi tastes in a light crispy cracker format. Mathri Masti will offer consumers the taste of their favourite homemade snack and will surely delight consumers who are bored of having regular crackers."

50 50 Mathri Masti will be available at Rs. 10 for a 50 gm pack across all markets and outlets.