Biscoff has stirred up a fresh storm in India’s biscuit aisles, and this time the buzz is louder than ever. The caramelised biscuit that was once treated like a small luxury has suddenly appeared in neighbourhood shops with a ten rupee price tag. The moment this news hit social media, the reactions ranged from disbelief to pure excitement. Many thought it was a prank until shoppers began sharing photos of the new pack, confirming that the brand has officially stepped into the Indian mass market.
The big development behind this surprise move is a new partnership between Mondelez and Belgium’s Lotus Bakeries. For the first time, Biscoff will be manufactured in India instead of being imported, which makes the lower price possible. The flavour that built Biscoff its cult following will stay the same, but everything else is changing. The biscuit now enters a space ruled for decades by Parle G, Good Day and other homegrown staples that have shaped childhoods across the country.
This has led to the internet turning the moment into a playful biscuit battle. Memes show Parle G bracing for competition, while others joke about Biscoff losing its elite status. Yet beneath the humour lies a real shift. A brand that was earlier spotted only in cafes, flights and premium stores now sits beside everyday favourites, signalling how quickly tastes and choices in India are evolving.
Whether Biscoff becomes a long term challenger to the country’s top selling biscuits remains to be seen. For now, the ten rupee pack has done something remarkable. It has made people talk about biscuits the way they talk about blockbuster releases, and that alone shows how powerful a simple snack can become when it reaches every shelf and every pocket.
