Britannia Bets on Dubai Kunafa Trend to Grow Packaged Croissant Category
Britannia has launched its Treat Dubai Kunafa Croissant, tapping into the viral food trend as it looks to expand India's packaged croissant category.
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Britannia is riding the wave of the viral Dubai kunafa trend to grow its packaged croissant business in India, launching the Treat Dubai Kunafa Croissant as it seeks to create a new premium bakery category for mainstream consumers.
It follows a series of food brands cashing in on the world’s obsession with Dubai-style kunafa, which shot to fame on social media before inspiring chocolates, ice creams and desserts sold around the globe.
Although a few brands have released kunafa-inspired confectioneries, Britannia has introduced the flavour in packaged croissants- a category that it believes is poised for growth in India.
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The Britannia Treat Croissant, launched around three years ago, aims to make croissants more affordable for consumers outside of cafés and premium bakeries as a globally inspired snack at affordable prices.
"We saw croissant as a European snack with potential in India," said Shekhar Agarwal, General Manager – Marketing (Cakes, Rusks and Croissants), Britannia.
The company currently offers croissants priced between ₹20 and ₹60. While its Triple Chocolate Croissant retails at ₹30, the newly launched Dubai Kunafa Croissant is priced at ₹60 for a 45-gram pack.
According to Britannia, the launch also reflects the broader premiumisation trend in India's FMCG sector, with consumers increasingly willing to spend on differentiated food experiences.
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Agarwal explained the choice of flavour, “Today’s consumers are more receptive to new experiences. “Kunafa has created quite a stir in India and we felt that bringing it in a croissant format would be a really unique offering.
“What is happening in Turkey or any other market today is as relevant to Indian consumers,” he added. He said social media has made global food trends instantly accessible and encouraged consumers to experiment with new flavours.
Britannia launched the product in Kochi, unveiling it through an activation at Lulu Mall. The company said the city’s strong cultural and economic links to Gulf countries made it an obvious place to launch the product.
While the launch started in Kochi, Britannia is banking heavily on digital and social media to create awareness across the country.
The company said its main target audience is consumers aged 16 to 20 years who are actively exploring food trends online and looking for novelty.
