Mondelēz International and Lotus Bakeries announced a partnership to expand and grow the Lotus Biscoff cookie brand in India and develop new co-branded chocolate products in Europe.
The deal will see Mondelēz leverage its distribution network and local market presence to manufacture, market, distribute and sell Biscoff cookies in India. Belgium-based Lotus Bakeries is aiming to achieve significant sales growth in the high-potential market, while Mondelēz will build upon its already strong presence in both traditional and modern trade to expand its cookie offerings into premium spaces.
The two companies will also 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 stated that they 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.
Dirk Van de Put, CEO of Mondelez International, commented: “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 flavours and formats in Europe, which will strengthen consumers’ already enduring loyalty to our two companies’ iconic brands.”
Jan Boone, CEO of Lotus Bakeries, added: “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 flavours complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers.”
NAM Implications:
- Fast-becoming an iconic cookie.
- Combined with a global footprint…
- …that has to be a step change for Lotus-Biscoff.
- Rivals please note…
