# Shareable Golden Biscuits Nutella's #BiscuitsNBesties Celebrates Social Activity Groups By Laura McQuarrie | Published 2024-04-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/biscuitsnbesties References: [morningstar](https://www.morningstar.com/news/pr-newswire/20240429ny98783/nutella-biscuitsnbesties-celebrates-book-clubs-and-other-groups-that-bring-people-together) & [instagram](https://www.instagram.com/p/C5n66RBPAZL/?hl=en)  Leisure reading groups have evolved into a cultural phenomenon, turning once-obscure books into bestsellers, inspiring movie adaptations and fostering a sense of community—and with #BiscuitsNBesties, [Nutella](https://www.trendhunter.com/trends/betches-book-club) is celebrating all sorts of social activity groups where people have the opportunity to share their interests and snack. To highlight the crunchy, golden [Nutella Biscuits](https://www.trendhunter.com/trends/berry-sweet-bitz-with-nutella) as shareable indulgences as the perfect companion for book clubs, craft clubs and other gatherings, Nutella is giving its social media followers the chance to win free biscuits and branded merch. One grand prize winner will also win a trip to New York City for themselves and a best friend. To kick off #BiscuitsNBesties, Nutella is teaming up with [NBCUniversal](https://www.trendhunter.com/trends/candy-cane-brownie) stars like Kristen Kish, host of Bravo's Top Chef. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 77% | Activity: 89% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Social-activity-gathering Promotions:** Brands are leveraging social media campaigns to promote shareable products for various social interest groups. - **Community-inspired Marketing:** Companies are embracing community-building initiatives to enhance brand engagement through themed giveaways and contests. - **Celebrity-endorsed Partnerships:** Brands are collaborating with influential personalities to launch promotional events tailored to specific target audiences. ### Where This Applies - **Food and Beverage:** The food and beverage industry can capitalize on the trend of promoting shareable snacks for social gatherings. - **Marketing and Advertising:** Marketing and advertising sectors can explore community-centric strategies to drive brand loyalty and consumer engagement. - **Entertainment and Media:** The entertainment and media industry could benefit from strategic partnerships with celebrities for targeted promotional campaigns. ## Related on Trend Hunter - [Branded Book Clubs](https://www.trendhunter.com/trends/betches-book-club.md) - [Branded Holiday Baking Campaigns](https://www.trendhunter.com/trends/nutella-and-hallmark.md) - [Bread-Inspired Hazelnut Spread Snacks](https://www.trendhunter.com/trends/nutella-bready.md) - [Sharing-Focused Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-blissfuls.md) - [Dessert Biscuit Breakfast Snacks](https://www.trendhunter.com/trends/belvita-duo-crunch-choco-hazelnut.md) - [Creamy Cocoa-Peanut Spreads](https://www.trendhunter.com/trends/new-nutella-peanut.md) - [Collaboration Biscuit Spread Products](https://www.trendhunter.com/trends/lotus-biscoff-kitkat-bites.md) - [Shareable Dessert-Inspired Chocolates](https://www.trendhunter.com/trends/kitkat-sharing-bars.md) - [Gen Z Hazelnut Cookies](https://www.trendhunter.com/trends/limited-edition-cookie.md)