Mondelez, Lotus Bakeries announce Biscoff cookie brand partnership in India

Mondelez and Lotus Bakeries announced a strategic 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 Mondelez’s Cadbury, Milka and other key chocolate brands in Europe, with the option to expand globally. This partnership provides new opportunities for both companies to accelerate their growth ambitions in the attractive cookie and chocolate categories, with potential options to expand into additional markets and/or adjacent segments. Through this partnership, Mondelez will leverage its extensive distribution network and local market presence to manufacture, market, distribute and sell Biscoff cookies in India. Lotus Bakeries aims to achieve visibility and sales growth in this high-potential market, while Mondelez 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 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 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 United Kingdom, as well as Milka and Biscoff in Europe.