Mondelez Partners with Lotus Bakeries to Introduce Biscoff in India and Expand Global Co-Branding Efforts
Thursday, 13 June 2024, 12:01 IST
Mondelez International, the global snacking giant behind brands like Cadbury Dairy Milk and Oreo, has embarked on a strategic partnership with Belgian biscuit maker Lotus Bakeries to introduce and expand the presence of Lotus Biscoff in India. This collaboration marks a significant move by Mondelez to diversify and strengthen its portfolio in the premium cookie segment within India’s expansive biscuit market, currently dominated by brands like Britannia, Parle, and ITC.
Lotus Biscoff, originating from Belgium and renowned for its Speculoos biscuit, has gained international acclaim over the years, propelled by the success of its spiced caramelized offerings. Now ranked among the top five biscuit brands globally, Lotus Biscoff is set to make its mark in India through Mondelez’s robust manufacturing, distribution, and marketing capabilities.
"This partnership between Mondelez and Lotus Bakeries is built on mutual strengths and the shared vision to introduce and expand Biscoff in India", stated Samir Jain, President of Mondelez India. He emphasized that the collaboration leverages Mondelez’s extensive reach and operational expertise to propel Lotus Biscoff into the Indian market effectively.
Jan Boone, CEO of Lotus Bakeries,, expressed confidence in Mondelez’s ability to realize their ambition of establishing Biscoff as a significant player in India’s competitive market. "To succeed in this endeavor, effective merchandising, pricing strategy, and a robust distribution network are critical", Boone highlighted, underscoring Mondelez’s role as an ideal partner due to its local market knowledge and commercial proficiency.
Currently, Biscoff products are largely imported into India, commanding premium pricing. Mondelez plans to mitigate this by initiating local manufacturing, thereby reducing substantial import duties and making the products more accessible to Indian consumers. "Once manufacturing begins locally, we anticipate a significant reduction in pricing, making Biscoff more competitive in the Indian market", Jain explained in an exclusive interview.
Globally, Mondelez derives approximately 70% of its revenue from non-chocolate categories such as biscuits, gums, candies, and beverages. In India, however, chocolates, led by Cadbury Dairy Milk, constitute a significant portion of its sales. Recognizing the vast potential in the biscuits category, which dwarfs the chocolate and confectionery market in size, Mondelez aims to replicate the success it achieved with Oreo despite entering the category relatively late.
"We have demonstrated with Oreo that we can build a premium portfolio in India despite existing competition. With our deep understanding of consumer preferences and strong distribution network, Oreo has thrived", Jain affirmed, citing Oreo's substantial market share in India as evidence of Mondelez’s successful market penetration strategies.
In addition to expanding Biscoff’s footprint in India, Mondelez and Lotus Bakeries will collaborate on developing and marketing co-branded chocolate products in other global markets. The initial phases of this collaboration will see the launch of co-branded products featuring Cadbury and Biscoff in the United Kingdom, as well as Milka and Biscoff in Europe, with rollout expected in early 2025.
Dirk Van de Put, Chairman and CEO of Mondelez International, emphasized the strategic importance of this partnership in advancing Mondelez’s cookies category strategy and expanding Biscoff’s global presence. "Our collaboration with Lotus Bakeries will accelerate the introduction of Biscoff to a broader audience, leveraging its existing popularity among key consumer segments", Van de Put stated, underscoring the synergies between the iconic brands of both companies.
With India emerging as a pivotal market for Mondelez, the company announced plans last year to invest Rs 4,000 crore over the next four years to bolster manufacturing and supply chain capabilities. India currently contributes approximately $1.2 billion in revenue to Mondelez’s global operations, with the company commanding a significant market share in the country’s chocolate segment.
Mondelez remains focused on expanding its distribution network, which currently spans nearly 2.5 million retail outlets across India. The company aims to capitalize on the considerable headroom for growth in per capita chocolate consumption in India, which remains notably lower compared to developed markets like the UK.
Lotus Biscoff, originating from Belgium and renowned for its Speculoos biscuit, has gained international acclaim over the years, propelled by the success of its spiced caramelized offerings. Now ranked among the top five biscuit brands globally, Lotus Biscoff is set to make its mark in India through Mondelez’s robust manufacturing, distribution, and marketing capabilities.
"This partnership between Mondelez and Lotus Bakeries is built on mutual strengths and the shared vision to introduce and expand Biscoff in India", stated Samir Jain, President of Mondelez India. He emphasized that the collaboration leverages Mondelez’s extensive reach and operational expertise to propel Lotus Biscoff into the Indian market effectively.
Jan Boone, CEO of Lotus Bakeries,, expressed confidence in Mondelez’s ability to realize their ambition of establishing Biscoff as a significant player in India’s competitive market. "To succeed in this endeavor, effective merchandising, pricing strategy, and a robust distribution network are critical", Boone highlighted, underscoring Mondelez’s role as an ideal partner due to its local market knowledge and commercial proficiency.
Currently, Biscoff products are largely imported into India, commanding premium pricing. Mondelez plans to mitigate this by initiating local manufacturing, thereby reducing substantial import duties and making the products more accessible to Indian consumers. "Once manufacturing begins locally, we anticipate a significant reduction in pricing, making Biscoff more competitive in the Indian market", Jain explained in an exclusive interview.
Globally, Mondelez derives approximately 70% of its revenue from non-chocolate categories such as biscuits, gums, candies, and beverages. In India, however, chocolates, led by Cadbury Dairy Milk, constitute a significant portion of its sales. Recognizing the vast potential in the biscuits category, which dwarfs the chocolate and confectionery market in size, Mondelez aims to replicate the success it achieved with Oreo despite entering the category relatively late.
"We have demonstrated with Oreo that we can build a premium portfolio in India despite existing competition. With our deep understanding of consumer preferences and strong distribution network, Oreo has thrived", Jain affirmed, citing Oreo's substantial market share in India as evidence of Mondelez’s successful market penetration strategies.
In addition to expanding Biscoff’s footprint in India, Mondelez and Lotus Bakeries will collaborate on developing and marketing co-branded chocolate products in other global markets. The initial phases of this collaboration will see the launch of co-branded products featuring Cadbury and Biscoff in the United Kingdom, as well as Milka and Biscoff in Europe, with rollout expected in early 2025.
Dirk Van de Put, Chairman and CEO of Mondelez International, emphasized the strategic importance of this partnership in advancing Mondelez’s cookies category strategy and expanding Biscoff’s global presence. "Our collaboration with Lotus Bakeries will accelerate the introduction of Biscoff to a broader audience, leveraging its existing popularity among key consumer segments", Van de Put stated, underscoring the synergies between the iconic brands of both companies.
With India emerging as a pivotal market for Mondelez, the company announced plans last year to invest Rs 4,000 crore over the next four years to bolster manufacturing and supply chain capabilities. India currently contributes approximately $1.2 billion in revenue to Mondelez’s global operations, with the company commanding a significant market share in the country’s chocolate segment.
Mondelez remains focused on expanding its distribution network, which currently spans nearly 2.5 million retail outlets across India. The company aims to capitalize on the considerable headroom for growth in per capita chocolate consumption in India, which remains notably lower compared to developed markets like the UK.
