Mondelēz and Lotus Bakeries partner for Biscoff expansion and co-branded chocolates
The partnership aims to accelerate growth in the cookie and chocolate categories, potentially expanding into new markets and segments.
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Mondelēz International and Lotus Bakeries have announced a strategic partnership to expand the Lotus Biscoff cookie brand in India and develop new chocolate products.
They plan to combine the distinctive caramelized, crunchy Biscoff flavor with Mondelēz’s Cadbury, Milka, and other key chocolate brands in Europe.
The partnership aims to accelerate growth in the cookie and chocolate categories, potentially expanding into new markets and segments.
Mondelēz will utilize its distribution network to promote Biscoff cookies in India, while Lotus Bakeries focuses on enhancing visibility and boosting sales.
Additionally, both companies will collaborate on co-branded chocolate products, launching first with Cadbury and Biscoff in the UK and Milka and Biscoff in Europe by early 2025.
“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 CEO, 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,” Dirk Van de Put added.
“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, CEO, Lotus Bakeries.
