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A remarkable deal between two competitors: Mondelez will not only produce and distribute Lotus Bakeries‘ Biscoff biscuits in India, but also incorporate the biscuits into Milka and Cadbury products.
Win-win
Lotus Bakeries and Mondelez International are entering into a remarkable strategic partnership consisting of two parts. In India, Mondelez will produce and commercialise Lotus’ Biscoff caramelised biscuits. The two partners are also joining forces in Europe: they will jointly develop chocolate products in other regions. By 2025, the first “co-branded” products from Milka and Biscoff will appear in Europe and from Cadbury and Biscoff in the united Kingdom.
Both companies present the deal as a win-win: Lotus can grow faster in the large Indian market thanks to this partnership, and can give Biscoff, in combination with Mondelez’s strong brands, new impetus in other markets as well. For Mondelez, the partnership provides an opportunity to expand its offering with innovative products in the growing premium segment.
Mondelez is the world’s largest biscuit and chocolate producer, known for brands such as Oreo, Toblerone and LU. Lotus Bakeries has long had ambitions to become the third best-selling biscuit in the world with Biscoff – today the brand is in fifth position.
