Indian biscuit giant taps heightened consumer interest with launch of its first-ever crowdsourced cookbook

The cookbook is a compilation of community-sourced recipes utilizing Parle Platina’s Hide & Seek range, and it is set to launch digitally on the brand’s Facebook and Instagram platforms. In response to the increasing trend of Indians engaging in home cooking, Parle, a prominent biscuit, confectionery, and snacks manufacturer, initiated a contest in June. This contest encouraged both amateur and professional cooks to create unique recipes featuring products from Platina’s Hide & Seek line, such as Hide & Seek Classic, Hide & Seek Cafe Mocha, Hide & Seek Choco Rolls, Hide & Seek Black Bourbon, and Hide & Seek Creme Sandwich.

Amidst a surge in home cooking, driven by diverse reasons like newfound time, entertaining children, or personal culinary exploration, social media platforms have witnessed an influx of culinary posts. Parle received numerous entries for the contest and meticulously selected 20 outstanding recipes to be showcased in the Hide & Seek #WhipItUp cookbook.

Mayank Shah, Senior Category Head at Parle, highlighted the recent resurgence of cooking as a cherished art form, often neglected due to hectic lifestyles. He expressed how the current circumstances are fostering a return to the dinner table, emphasizing the heightened appreciation for home-cooked meals and snacks driven by health and safety considerations. The cookbook aims to celebrate the culinary skills and creativity of the audience, showcasing recipes born out of experimentation in the kitchen. Shah encouraged a bold approach in the kitchen and hoped that sharing these exciting recipes would spread love and positivity through delightful treats.

Founded in 1929, Parle has evolved into one of India’s leading manufacturers of biscuits, snacks, and confectionery. Recognized for producing the purportedly world’s largest-selling biscuit, Parle-G, the company’s marketing philosophy aligns with the needs of the Indian masses, offering a blend of health, taste, and value-for-money propositions accessible to people from all social classes and age groups.

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