Mondelēz & Maker of Biscoff Biscuits Partner on New Products

Mondelēz International and Lotus Bakeries have formed a partnership to expand and grow the Lotus Biscoff cookie brand in India, and to develop new chocolate products combining the Biscoff taste and texture with Mondelēz’s iconic Cadbury, Milka, and other key chocolate brands in Europe.

The globally popular Belgian Biscoff cookie (actually a biscuit and called "Speculoos" in other countries) can be seen on airplanes as a snack for passengers as well as with tea or coffee.

According to the Brussels Times, Lotus Bakeries reached more than €1 billion in revenue for 2023. US sales of Biscoff account for 25% of company sales.

Through this partnership, Mondelēz will leverage its distribution network and local market presence to manufacture, market, distribute and sell Biscoff cookies in India. Lotus Bakeries aims to achieve significant visibility and sales growth in this high-potential market, while Mondelēz will build upon its already strong presence in both traditional and modern trade to expand its cookie offerings into high-demand premium spaces.

In addition to growing Biscoff in India, the two companies will develop and market co-branded chocolate products in other markets. Specific formats are still in early development. The first co-branded products are expected to launch in early 2025, with Cadbury and Biscoff in the UK, and Milka and Biscoff in Europe.

“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.”

The two companies also could expand their partner products globally.