Less than a year after announcing their partnership, Mondelez and Lotus Bakeries have presented the launch of their first co-branded products on selected store shelves in Belgium.
First step
In June last year, both competitors announced a remarkable strategic deal, consisting of two parts. Mondelez Mondelez will produce and market Lotus Biscoffs in India, while both partners will jointly market chocolate products with brands such as Côte d’Or, Cadbury and Milka in Europe. Moreover, both companies recently announced that they are also expanding the partnership to the ice cream category.
