Beyond the Scoop: How Baskin Robbins India is Shifting Gears into the Snack & Dessert Category with ‘New York Loaded Waffles’

A Strategic Pivot Beyond Ice Cream

Baskin Robbins, long celebrated for its global ice cream heritage, is redefining its presence in India’s quick-service dessert landscape. Marking a key brand evolution, the company has officially entered the waffle market with the introduction of its New York Loaded Waffles. This move signals a broader menu diversification strategy aimed at capturing all-day snacking occasions and broadening consumer touchpoints across physical parlours and online delivery ecosystems.

Menu Engineering Meets American Heritage

The new portfolio introduces four handcrafted waffle sandwich variations designed with distinct dough bases—infused directly with brownie, cheesecake, and chocolate chips—rather than relying solely on traditional toppings.

• Blueberry ’N White Chocolate Waffle: Features a waffle base drizzled with white chocolate spread, tangy blueberry sauce, and crispy French biscuit flakes. Optional Pairing: Blueberry Cheesecake Gelato.
• Brownie ’N Nutella Choco Chip Waffle: Built on a brownie-infused waffle base layered with Nutella spread and crunchy chocolate chips. Optional Pairing: Chocolate & Roasted Hazelnut Gelato.
• Cheesecake & Lotus Biscoff Crumble Waffle: Combines a cheesecake-loaded waffle base with Lotus Biscoff spread and crushed biscoff biscuits. Optional Pairing: Biscoff Ice Cream.
• Chocolate Overload Waffle: Uses a chocolate chip-loaded base topped with rich milk chocolate spread and extra choco chips. Optional Pairing: Bavarian Chocolate Ice Cream.

Blending Global Innovation with Indian Palates

Reflecting on the launch, Mohit Khattar, CEO of Graviss Foods (Baskin Robbins India), highlighted that innovation remains the cornerstone of the brand's growth journey.

"At Baskin Robbins India, innovation is central to how we continue to delight consumers. The addition of New York Loaded Waffle sandwiches allows us to bring a fresh perspective to a familiar favourite. Our New York Loaded Waffles combine American flair and heritage with our understanding of Indian palates. They offer distinctive ways for consumers to enjoy their sweet treats and snacks. This launch reflects our continued focus on expanding our portfolio with exciting offerings that blend international taste, texture, and choice."

Omni-Channel Rollout & Pricing Strategy

To maximize reach and quick adoption, the new waffle lineup has been rolled out simultaneously across more than 1,150 Baskin Robbins parlours in over 320 cities. Positioned at an accessible entry point starting at ₹150 (plus GST), the product line is also available across major food delivery platforms, including Swiggy and Zomato, ensuring seamless access for doorstep delivery.