Biscoff in India: When a Global Brand Chooses Convenience Over Credibility

Let us be clear. This is not about a biscuit. This is about trust.

For years, Biscoff meant indulgence. It was rich, caramelised, and unmistakably premium. It was not affordable, and that was the point. People brought it to India in suitcases because it was special.

India did not ask Biscoff to become cheaper. India asked Biscoff to become available.

But what India received is not the product people waited for.

What followed was not a localisation of price, but a severe compromise in quality!

When a global brand adjusts formulation without transparency, it doesn’t expand access but rather erodes quality led trust.

Consumers tasted it and noticed the difference immediately. The Indian version feels sweeter, lighter, and flatter. The signature caramelised depth is missing. The indulgence has been diluted. This is not nostalgia talking. Many compared it directly with the imported version.

And they asked a simple question. Why does this not taste the same.

This concern did not come from anonymous accounts. Some of India’s most trusted creators spoke up. Mumbaikar Nikhil said the Indian version does not match the original experience. Sanjay Arora questioned whether affordability has replaced identity. Food creator Mini Crumbs pointed out the loss of depth in flavour. Sarvesh Shrivastava echoed the same sentiment, asking whether this is localisation or a downgrade.

When credible voices say the same thing, it is not noise. It is evidence.

Now look at the pricing. Ten rupees. Twenty rupees. These are mass market numbers. And premium products do not reach mass pricing without compromise.

So, the uncomfortable question is this. What was cut to make this possible.

Indian consumers are price aware, but up to a LIMIT!  They are value aware, too. India is not incapable of supporting premium products. What consumers do not accept is being quietly given a diluted version under the same name.

The packaging adds to the confusion. It looks familiar. It signals continuity. It promises the same experience. But the product inside does not deliver that promise.

This is where Arnab Goswami would ask the obvious question. Why was the compromise made in India. Why was authenticity traded for volume here.

India is not a dumping ground for softened global products. It is one of the most aware consumer markets today. People here compare, question, and remember.

This is not outrage. This is accountability.

Biscoff still has a choice. Be transparent. Explain the changes. Respect the consumer. Or ignore the conversation and risk long term damage to trust.

Because Indian consumers today do not just buy products. They evaluate intent.

And once trust is broken, the market does not forget.

That is the real story behind Biscoff in India, presenting the narrowness of the brand to you.