Mondelēz joins forces with biscuit brand in India

Mondelēz International and Lotus Bakeries have announced a partnership which is expected to expand and grow the Lotus Biscoff biscuit brand in India, and to develop new chocolate products.

Combining the crunchy biscuit with Cadbury, Milka and other chocolate brands, the partnership will be designed to provide new opportunities for both companies to accelerate their growth ambitions in the biscuit and chocolate categories, with potential options to expand into additional markets and/or adjacent segments.

While specific formats are still in the early stages of development, the companies aim to bring new innovations to the chocolate category.

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 CEO, Mondelēz 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 flavours 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, CEO, 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 flavours complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers.”