Mondelēz and Lotus Bakeries collaborate to expand Biscoff in India

In a strategic move to enhance their market presence, Mondelēz International and Lotus Bakeries have announced a partnership aimed at expanding the Lotus Biscoff cookie brand in India and developing innovative chocolate products.

This collaboration will enable both companies to accelerate their growth ambitions within the lucrative cookie and chocolate categories. The partnership opens potential avenues for expansion into additional markets and adjacent segments.

Mondelēz will leverage its extensive distribution network and local market presence to manufacture, market, distribute, and sell Biscoff® cookies in India. This initiative aims to boost visibility and sales for Lotus Bakeries in this high-potential market, while Mondelēz will strengthen its cookie offerings in premium segments.

Besides expanding Biscoff® in India, the two companies will collaborate on developing and marketing co-branded chocolate products in other markets. Although specific product formats are still in development, the companies plan to introduce new chocolate innovations to delight consumers. The first co-branded products, featuring Cadbury and Biscoff® in the UK and Milka and Biscoff® in Europe, are expected to launch in early 2025.

Dirk Van de Put, Chair and CEO of Mondelēz International, stated, “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. 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.”

Jan Boone, CEO of Lotus Bakeries, expressed enthusiasm about the partnership, saying, “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. 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.”

This partnership marks a significant step forward for both companies, promising exciting developments in the cookie and chocolate markets.