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Mondelēz International and Lotus Bakeries have joined forces to boost the presence of the popular Biscoff cookie brand in India, and create new co-branded chocolate products in Europe.
Under the deal, Mondelēz will leverage its extensive distribution network to manufacture, market and sell Biscoff cookies in the fast-growing Indian market.
In addition, the two companies will collaborate on developing and launching new chocolate innovations that combine the signature Biscoff flavour and texture with Mondelēz's iconic brands like Cadbury and Milka. The first co-branded chocolate products are expected to hit the shelves in the UK and Europe in early 2025.
Mondelēz CEO Dirk Van de Put said: "This partnership will help accelerate our strategic focus on the cookies category by introducing a premium brand that is widely loved in numerous markets to a much wider audience".
For Lotus Bakeries, the deal provides an opportunity to drive growth for Biscoff in the high-potential Indian market, leveraging Mondelēz's local expertise and distribution muscle. The Belgian company also sees potential in combining its beloved Biscoff flavour with Mondelēz's leading chocolate brands.
"Our delicious flavours complement each other perfectly, and we're confident that our shared commitment to innovation and quality will delight customers and consumers," added Lotus Bakeries CEO Jan Boone.
The partnership comes as both companies seek to capitalise on consumer trends favouring indulgent and premium snacking options. Biscoff's unique caramelized taste and crunchy texture have made it a global hit, while Mondelēz's chocolate brands remain beloved classics.
Analysts say the deal could help the two companies better compete in the highly competitive cookie and chocolate segments, where innovation and brand power are key differentiators. The ability to cross-pollinate popular flavours and products across markets also presents an attractive growth opportunity.
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