Mondelez to bring Biscoff to India with Lotus tie-up

New Delhi: US snacking biggie Mondelez International has partnered Belgian biscuit manufacturer Lotus Bakeries to make, market and distribute the latter’s flagship Biscoff brand in India.
The companies will also develop new chocolate products, combining the caramelised, crunchy Biscoff taste and texture with Mondelez’s Cadbury, Milka and other key chocolate brands in Europe, with the option to expand globally, said a statement.This partnership provides opportunities to accelerate their growth ambitions in the attractive cookie and chocolate categories, with potential options to expand into additional markets and/or adjacent segments.
The move will help Mondelez to widen its portfolio in the premium cookie segment in the growing Rs 45,000-crore biscuit market, dominated by Britannia, Parle and ITC. At present, Biscoff is imported in the country and has a premium price tag.