Britannia Treat Croissant and Havmor Blockbuster have teamed up for a limited-period collaboration that turns two familiar packaged treats into one indulgent product: a croissant ice cream sandwich. The product pairs Britannia’s soft filled croissant with Havmor Blockbuster ice cream, creating a contrast of textures and flavours in a single format.
What the launch includes
The Croissant Blockbuster ice cream sandwich is available in three combinations:
- Vanilla Croissant & Triple Choco
- Mixed Fruit Croissant & Wild Berries
- Cocoa Croissant & Triple Chocolate
Britannia and Havmor are also supporting the collaboration with a digital film that showcases the pairing and the process of bringing the two products together. The campaign taps into the growing consumer interest in croissant-and-ice-cream combinations.
Where consumers can try it
The limited-period offering is being sold at select Havmor parlours across Ahmedabad, Delhi and Mumbai. For delivery-first consumers, the pairing is also available as a combo on Zepto, extending the campaign beyond physical retail.
Why this collaboration matters
For FMCG and food brands, this is a useful case of trend-led co-branding. Instead of building a new product from scratch, two established brands are borrowing each other’s equity to create a short-duration novelty. Britannia brings familiarity and scale in bakery; Havmor brings ice cream credibility and an experiential parlour network. The result is a product that feels new without either brand having to carry the full innovation cost alone.
Co-branding is not new in India’s packaged food market, but this launch is notable because it connects a pantry staple with an impulse dessert. It also moves beyond simple flavour licensing by anchoring the product in a social-media-driven food trend. For marketing professionals and students, the mechanics are worth studying: two brands, one clear format, a short availability window, and a digital film that dramatises the combination.
Shekhar Agarwal, GM – Marketing, Cakes, Rusk and Croissant at Britannia, said the collaboration “brings two favourites together and further elevates the experience.” Rishabh Verma, CMO and Vice President Marketing at Havmor Ice Cream, framed the launch around discovery and shareability, noting that consumers are turning simple food combinations into “shareable moments.”
What marketers can take away
Co-branded product drops work best when they are simple to understand, visually distinctive and easy to distribute. Here, the core idea is instantly recognisable: croissant plus ice cream. The three flavour pairings give consumers a reason to try more than one variant, while the limited-period window encourages quick action.
- Use a known cultural trend to reduce the need for heavy explanation.
- Combine complementary category strengths rather than overlapping audiences.
- Use limited availability and quick-commerce channels to drive trial and conversation.
If the campaign performs well, it may offer a template for other snack and dessert brands looking for high-visibility, short-cycle collaborations.
Source: MediaNews4U
