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

By Gill Hyslop contact

- Last updated on GMT

Parle Products has published its Hide & Seek#WhipItUp cookbook. Pic: Parle
Parle Products has published its Hide & Seek#WhipItUp cookbook. Pic: Parle

Related tags: Parle-G, India, coronavirus, Biscuits

Parle Products has launched Hide & Seek #WhipItUp – showcasing a collection of recipes from followers – to capitalise on the at home baking movement brought on by the outbreak of coronavirus.

The cookbook consists of crowdsourced recipes that use Parle Platina’s Hide & Seek range, and is being released digitally on its Facebook and Instagram platforms

According to the biscuit, confectionery and snacks manufacturer, Indians are cooking at home now more than ever. Some have been suddenly forced to cook, some cook to entertain their kids, while others are exploring this new cooking world for themselves. As such, social media is flooded with culinary posts.

To grasp this community interest, Parle launched a contest in June to get aspiring cooks – both amateurs and professionals – to create unique recipes using products from Platina’s Hide & Seek range, including Hide & Seek Classic, Hide & Seek Cafe Mocha, Hide & Seek Choco Rolls, Hide & Seek Black Bourbon and Hide & Seek Creme Sandwich.

The brand received hundreds of entries, but selected only 20 that stood out to be featured in the Hide & Seek #WhipItUp cookbook.

‘It’s time to be bold in the kitchen’

 “I feel that cooking became something of a lost art in recent years, as our lives got busier resulting in sometimes not having the time to cook a dinner and buying expensive pre-made meals,”​ said Mayank Shah, senior category head at Parle.

“This current situation is undoubtedly bringing people back together at the dinner table.

“The heightened consciousness around home cooked food – be it meals or savouries or snacks – over health and safety considerations has resurrected the love for cooking among people.

“With this cookbook, we wanted to showcase our audience’s culinary skills and creativity where the lack of ingredients cannot hamper the urge to whip up a delicious snack or a dessert.

“It's time to be bold in the kitchen. The exciting recipes in our Hide & Seek#WhipItUp cookbook is a result of such experiments in the kitchen and I hope that sharing it will help brew more love and positivity in the house with treats.”

Parle – founded in 1929 – has grown to become one of India’s leading manufacturer of biscuits, snacks and confectionery and the makers of purportedly the world’s largest selling biscuit, Parle-G.

An indepth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses, delivering both health and taste, along with a value-for-money position that allows people from all classes and age groups to enjoy.

Related topics: Ingredients, Biscuits, COVID-19

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