Mumbai: Britannia 50-50 Cheeze Dipped has joined hands with Chef Suresh Pillai for an Onam collaboration that celebrates the contrasting textures found in a traditional Sadya.
A celebration of contrasting textures
The collaboration draws a connection between the texture-led experience of a Sadya and Britannia 50-50 Cheeze Dipped’s 50% crunchy, 50% melty proposition.
A traditional Onam Sadya brings together a variety of textures on a banana leaf, from the crunch of pappadam and banana chips to the softness and creaminess of curries and payasam.
Britannia 50-50 Cheeze Dipped seeks to recreate a similar contrast through its crunchy biscuit, made with 22 baked layers, combined with a smooth, melty cheese coating.
Chef Suresh Pillai adds a Kerala touch
Chef Suresh Pillai, the Indian-born British chef and restaurateur, said Kerala’s food culture has long celebrated the interplay of contrasting textures.
He highlighted how the combination of crunchy elements with soft, creamy and rich dishes gives every bite of a Sadya its distinctive character.
The chef said this idea of contrasts was also what attracted him to the Britannia 50-50 Cheeze Dipped collaboration, describing it as a contemporary and playful interpretation of the concept.
Britannia connects snack with Onam
Puneet Das, Chief Marketing Officer, Britannia, said the collaboration was inspired by a genuine connection between the brand’s proposition and the way Onam is celebrated.
According to the company, the campaign places the snack’s distinctive texture within the familiar culinary traditions of the festival, offering a contemporary interpretation of the contrasting flavours and textures associated with a Sadya.
Through the collaboration, Britannia 50-50 Cheeze Dipped aims to bring together a familiar Kerala food tradition and a modern snacking experience while retaining its central 50-50 crunchy and melty identity.