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Before Timepass, Britannia's offering in the salted cracker category was Snax. Launched in 1999, Snax was promoted as a tastier base for toppings through edgy advertising.
Then in late 2000, supported by aggressive advertising that featured the brand as a perfect partner for timepass moments, Britannia Timepass was launched.
The brand quickly became a leader in Britannia's portfolio and, consequently, Snax was revamped as a lighter product and renamed Britannia Timepass Classic Salted. To further the franchise of the Timepass brand, a variant 'Nimkee' was introduced in the Eastern market in April 2003, and then taken nationwide after a favourable response. Judging by its history, the resounding success of Britannia Timepass will continue to grow.
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