Biscoff's Indian Arrival Sparks Debate Over Localized Recipe and Taste Differences

The iconic Belgian caramelized biscuit, Lotus Biscoff, has finally made its official mass-market debut in India through a partnership with Mondelez International, the makers of Oreo and Cadbury. Launched in November 2025 with affordable pricing starting at Rs 10 for small packs, the locally manufactured version aims to tap into India's vast Rs 45,000-crore biscuit market.

Previously available only as pricey imports (often Rs 300-400 for 250g), Biscoff's arrival has excited millions of fans who discovered it through cafes, airlines, or while traveling abroad. However, early consumer feedback reveals a growing controversy: the Indian version uses different ingredients, leading to a noticeably altered taste compared to the imported original.

Mondelez and Lotus Bakeries have emphasized that the core recipe remains protected, with a "secret ingredient mix" supplied from Belgium to maintain the signature caramelized crunch and flavor. Local production in Rajasthan ensures affordability and wider distribution. Yet, side-by-side comparisons shared widely on social media platforms like Reddit reveal discrepancies. The Indian variant reportedly relies more on palm oil, refined wheat flour (maida), and higher sugar content, while international versions (e.g., from Europe or the US) use a blend including rapeseed or sunflower oil, with subtler sweetness. Consumers describe the local Biscoff as "overly sweet," "numbing the mouth," or even "tasting like Parle-G with burnt sugar notes," lacking the balanced caramel depth of the original. Some note visual differences too—the Indian biscuits are embossed with "Biscoff" instead of "Lotus."

This practice of recipe localization is common among biscuit and snack companies entering the Indian market. Multinational firms often adapt formulations to cut costs, comply with local sourcing, and suit perceived preferences for sweeter, bolder flavors. Cheaper ingredients like palm oil (abundant and inexpensive in Asia) replace pricier alternatives such as rapeseed oil used in Europe. Higher sugar or syrup boosts shelf life and appeal in price-sensitive segments, allowing aggressive pricing to capture volume in a competitive landscape dominated by Parle, Britannia, and ITC. In developed markets, stricter regulations and health-conscious consumers push brands toward premium, "clean-label" ingredients with lower sugar and sustainable oils. In India, looser standards on additives and a focus on affordability enable cost-saving tweaks, maximizing profits through high-volume sales rather than premium margins.

Biscoff's case mirrors broader industry trends seen in products like Oreo, Nutella, or even cereals, where Indian versions often have elevated sugar or substitute fats to reduce expenses. Companies justify this as "catering to local tastes" or supply chain efficiencies, but critics argue it treats emerging markets as dumping grounds for inferior variants, prioritizing shareholder returns over consistent global quality.

As awareness spreads via social media influencers and consumer forums, people are increasingly realizing these disparities. Viral posts comparing ingredient lists and blind taste tests have fueled backlash, with users lamenting that "every product gets ruined" for the Indian market. This could severely impact Biscoff's online reputation and goodwill in India. In a digitally savvy nation with Gen Z as the target demographic, negative reviews, memes, and boycott calls spread rapidly, eroding the brand's premium, "cult-favorite" aura built on imported authenticity. Early hype may give way to distrust if perceptions of "downgraded" quality persist, hindering Lotus Bakeries' ambition to make India a top-3 global market.

Ultimately, in this context, the superiority of the original product remains the best marketing strategy. Consumers worldwide flock to Biscoff for its unique, uncompromised caramelized taste—a hard-earned reputation spanning decades. Diluting it for short-term gains risks long-term loyalty. Brands that prioritize consistent excellence, even at a slight premium, build enduring trust and advocacy. As Indian consumers grow more discerning and demand transparency, sticking to authentic quality could prove far more profitable than cost-cutting compromises.

Join our Community