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Mondelēz ties up with Belgian Biscoff maker Lotus to grow in India

Mondelēz International partners with Belgium-based Lotus Bakeries, makers of Biscoff cookies, to expand and grow in India

Mondelēz ties up with Belgian Biscoff maker Lotus to grow in India
[Source photo: Chetan Jha]

American snack multinational Mondelēz International and Belgium-based Lotus Bakeries have entered into a strategic partnership to expand and grow the Lotus Biscoff cookie brand in India, the companies said.

While Mondelēz is known for a host of products, including Cadbury Bournvita and 5 Star, Lotus Bakeries is the maker of rectangle-shaped crunchy Biscoff cookies.

The partnership will 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, Mondelēz said in a press release.

The financial details of the partnership were not disclosed.

With this partnership, Mondelēz said it will leverage its local distribution network and market presence to manufacture and mark Biscoff cookies.

In addition to manufacturing and distributing Biscoff, both companies will collaborate to develop and market co-branded chocolate products in other markets.

“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 officer of Mondelez International.

“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,” he added.

“We are thrilled to join forces with the world’s No. 1 cookie player, Mondelēz International, and we are grateful for their belief in our Biscoff brand,” said Jan Boone, chief executive of Lotus Bakeries.

Mondelēz International has a presence in over 150 countries worldwide, reported net revenues of approximately $36 billion in 2023. The company offers Oreo, Cadbury Dairy Milk, Milka, and Toblerone range of products in the Indian market.

While headquartered in Belgium, Lotus Bakeries was founded in 1932 and boasts production facilities in Belgium, the Netherlands, France, Sweden, South Africa, and the United States. Its product list includes brands like Lotus, Biscoff, nākd, TREK, and BEAR. The company’s third Biscoff production facility is underway in Thailand and will be operational by 2026.

Lotus Bakeries achieved revenue of EUR1,063.0 million in 2023.

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