Mondelēz International and Lotus Bakeries have Thursday announced a strategic partnership to expand and grow the Lotus Biscoff cookie brand in India, and to develop new chocolate products combining the unique, caramelized,crunchy Biscoff taste and texture with Mondelēz’s iconic Cadbury, Milka and other key chocolate brands in Europe, with the option to expand globally.
The companies said the partnership will provide new opportunities to accelerate their growth ambitions in the attractive cookie and chocolate categories, with potential options to expand into additional markets and/or adjacent segments.
Through this partnership, Mondelēz will leverage its extensive distribution network and local market presence to manufacture, market, distribute and sell Biscoff cookies in India. Lotus Bakeries aims to achieve significant visibility and sales growth in this high-potential market, while Mondelēz will build upon its already strong presence in both traditional and modern trade to expand its cookie offerings into high-demand premium spaces.
In addition to growing Biscoff in India, the two companies will work together to develop and market co-branded chocolate products in other markets. While specific formats are still in the early stages of development, the companies aim to bring new innovations to the chocolate category that will surprise and delight consumers. The first co-branded products are expected to launch in early 2025, with Cadbury and Biscoff in the UK, as well as Milka and Biscoff in Europe.
“We look forward to partnering with Lotus Bakeries to expand the Biscoff® brand in India, where it already has a loyal following among key consumer segments,” said Dirk Van de Put, chair and chief executive, Mondelez International. “This partnership will help accelerate our strategic focus on the cookies category by introducing a premium brand that is widely loved in numerous markets to a much wider audience. At the same time, we look forward to co-developing new, innovative chocolate flavors and formats in Europe, which will strengthen consumers’ already enduring loyalty to our two companies’ iconic brands.”
“We are thrilled to join forces with the world’s number-one cookie player, Mondelēz International, and we are grateful for their belief in our Biscoff brand,” said Jan Boone, chief executive of Lotus Bakeries. “We look forward to building on their commercial expertise and market-specific knowledge and presence in India, and we believe now is the right time to expand our distribution in this growing market. Additionally, we are excited to add our Biscoff brand to one of the world’s leading chocolate companies. Our delicious flavors complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers.”
