'Every Way to Biscoff': How Mondelez India Built a Creator Community Around a Caramel Cookie

Introduction

What happens when a Belgian caramelised cookie lands in India and meets the country's insatiable appetite for food creativity? You get cheesecakes, brownies, milkshakes, dessert jars, and pancakes — all reimagined through one iconic flavour. Mondelez India's 'Every Way to Biscoff' event is more than a product celebration. It is a carefully constructed community-building exercise that reveals exactly how global food brands should be entering and growing in the Indian market. And the lessons extend far beyond biscuits.

The Big Announcement

Mondelez India has staged 'Every Way to Biscoff' — a first-of-its-kind creator-led celebration in Mumbai that brought together home bakers, food influencers, culinary creators, and dedicated Biscoff enthusiasts to showcase India's most inventive interpretations of the brand's signature caramelised flavour.

The event served as the grand culmination of a nationwide social media recipe challenge, which invited consumers across India to reimagine Lotus Biscoff through their most creative dessert concepts. From hundreds of entries submitted across the country, 15 standout recipes were selected — and their creators personally invited to present their signature dishes at the exclusive Mumbai showcase.

Three celebrated names anchored the event as hosts: pastry chef Pooja Dhingra, baker and content creator Shivesh Bhatia, and culinary creator Saloni Kukreja. Together, they engaged with participating creators, sampled the featured desserts, and explored the stories and inspirations behind each recipe — creating a live, interactive celebration of food creativity rather than a conventional brand event.

The showcase demonstrated the extraordinary versatility of the Biscoff flavour across formats — from structured cheesecakes and brownies to playful milkshakes, layered dessert jars, and elegantly plated creations. The unifying creative idea was both simple and powerful: there is no single correct way to enjoy Biscoff — there is only your way.

Adding commercial momentum to the community celebration, Mondelez India also announced the expansion of the Lotus Biscoff portfolio in India with the introduction of Lotus Biscoff Spread, now available on Zepto — giving at-home consumers yet another format through which to explore the flavour.

What This Means for Your Brand

'Every Way to Biscoff' is a sophisticated example of what brand strategists call community-led growth — and it deserves close study from every marketing team building a food, beverage, or lifestyle brand in India.

Most new product launches in India follow a predictable playbook: celebrity endorsement, television campaign, retail distribution push, digital awareness spend. Mondelez has done something structurally different with Biscoff. Rather than telling Indian consumers how to enjoy the product, it has invited them to show each other — and then celebrated the most creative responses with real-world recognition and a live platform.

This approach generates multiple commercial returns simultaneously. The recipe challenge drives user-generated content at scale — organic, authentic, and algorithmically favoured across Instagram and YouTube. The event itself generates earned media through creator attendance and social sharing. The selection of 15 creators for the Mumbai showcase builds brand advocacy among the most engaged segment of the consumer base. And the celebrity host trio — Dhingra, Bhatia, and Kukreja — adds credibility and aspirational appeal that connects the grassroots creator community to the professional culinary world.

For FMCG brands entering premium or imported product categories in India, the Biscoff model offers a clear alternative to expensive above-the-line launches. Build community first, generate content second, and let the consumer conversation create the awareness campaign for you.

The strategic risk to monitor: community-led campaigns require sustained investment in community management. The energy of a launch event fades quickly without ongoing activation — Mondelez will need to keep the creator ecosystem engaged to maintain Biscoff's momentum beyond the IPL news cycle.

Expert Take

Nitin Saini, Vice President of Marketing at Mondelez India, framed the campaign around a genuine consumer insight: that Indian audiences have not simply adopted Lotus Biscoff — they have personalised it, incorporating the flavour into their own culinary vocabulary across home kitchens, cafés, and premium dessert menus.

That observation matters strategically. Biscoff launched in India as recently as November 2025 — making its rapid penetration across multiple consumption occasions genuinely remarkable. The flavour's versatility is the product truth that makes the campaign idea credible. If Biscoff only worked one way, 'Every Way to Biscoff' would be an empty creative promise. The fact that cheesecakes, pancakes, milkshakes, and brownies can all carry the flavour convincingly gives the campaign authentic substance.

India's premium imported food segment is growing at double-digit rates, driven by rising urban disposable incomes, increased international travel exposure, and social media's role in accelerating food trend adoption. Brands that enter this segment with community-first strategies — as Biscoff has done — consistently achieve faster organic penetration than those relying purely on paid media.

The brands.in Perspective

Here is what Mondelez has understood that many global food brands entering India still get wrong: Indian consumers don't want to be taught how to enjoy an imported product — they want to be trusted to make it their own. 'Every Way to Biscoff' is built entirely on that trust. By inviting home bakers from across the country to lead the creative conversation, Mondelez has positioned Biscoff not as a foreign import to be consumed correctly, but as a versatile ingredient that belongs in Indian kitchens on Indian terms. That is cultural intelligence at its finest — and it is the single most important lesson any global food brand operating in India can take from this campaign.

Key Takeaways for Marketers

• Community-led growth strategies generate simultaneous returns across UGC, earned media, brand advocacy, and consumer data
• Recipe challenges are one of the highest-ROI content mechanics available to food and beverage brands in India's social media landscape
• Creator host selection — combining professional culinary credibility with grassroots community relatability — amplifies both reach and authenticity
• Portfolio expansion timing (Biscoff Spread launch alongside the event) converts community excitement into immediate retail conversion
• Quick commerce availability (Zepto) ensures the brand captures impulse purchase intent generated by social content in real time

FAQ

Q: What is Mondelez India's 'Every Way to Biscoff' initiative? It is a creator-led celebration that served as the culmination of a nationwide social media recipe challenge inviting Indian consumers to reimagine Lotus Biscoff through innovative dessert creations. Fifteen selected creators showcased their recipes at an exclusive Mumbai event hosted by Pooja Dhingra, Shivesh Bhatia, and Saloni Kukreja.

Q: When did Lotus Biscoff launch in India and what products are available? Lotus Biscoff cookies launched in India in November 2025 and rapidly gained popularity across cafés, bakeries, and home kitchens. The brand has since expanded its Indian portfolio with the introduction of Lotus Biscoff Spread, currently available on Zepto.

Q: Why is this campaign significant for food and FMCG marketers in India? It demonstrates how global food brands can achieve rapid, organic market penetration in India by building consumer communities around product versatility — generating authentic user-generated content and brand advocacy at scale, rather than relying solely on conventional paid media campaigns.

Closing

Mondelez India just showed the entire FMCG industry that the most powerful launch campaign is sometimes not a campaign at all — it is a community. The question for every food and lifestyle brand reading this: are you telling Indian consumers how to use your product, or are you trusting them to make it their own?

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