Lotus Bakeries expects India to become a top global market for Biscoff as it partners with Mondelēz to scale local manufacturing, sales and distribution
Belgium-based snack maker Lotus Bakeries, which officially introduced its Biscoff cookies in India on Thursday through a partnership with Mondelēz, is betting on the country becoming one of its biggest global markets in the near future, CEO Jan Boone said.
Under the arrangement, Mondelēz will manufacture Biscoff within India and handle its marketing, distribution and sales. The company expects this to sharply accelerate Biscoff’s footprint in India’s premium cookie category, an arena where Mondelēz already holds a strong lead with Oreo.
The two firms first announced their strategic tie-up on June 13 last year, aimed at scaling up the Biscoff brand in India and co-developing chocolate products in Europe that blend Biscoff with Mondelēz’s flagship labels such as Cadbury and Milka.
India Among Top Potential Markets
Speaking at a virtual media interaction, Boone said he hoped India would emerge as one of the top three or four markets for Biscoff. He noted that Biscoff is currently sold in more than 80 countries, with the US, the UK and France ranking as its largest markets. The Biscoff range contributes over half of Lotus Bakeries’ global revenue.
Boone reiterated that the company’s long-term aim is to become the world’s third-largest cookie brand, noting that it does not aspire to the top spot and instead sees itself ranking behind Mondelēz’s Oreo and Chips Ahoy, which dominate the global market.
He stressed that India was essential to any brand seeking a truly global footprint. At the same time, he acknowledged the challenges of operating in a market with an extensive retail network and a highly complex distribution system. Boone said the company could not have expanded in India on its own and needed a strong partner like Mondelēz to build and scale the Biscoff brand in the country.
Market Strategy For India
Commenting on Mondelēz’s plan for positioning Biscoff in India, Samir Jain, President, Mondelēz India, said the brand would complement the existing Oreo portfolio. Biscoff will follow a similar entry strategy, beginning with Rs 10 packs alongside larger SKUs, with availability across traditional retail, modern trade and quick-commerce platforms. As a premium offering, it will also see activations in high-end retail formats.
The India rollout will include partnerships with hotel chains, airlines and coffee brands to align Biscoff with popular hot-beverage consumption habits.
According to IBEF estimates, the biscuits, cookies and crackers market in India is projected to generate Rs 1.16 lakh crore (USD 13.58 billion) in revenue in 2025, and expand at a 6.8 per cent CAGR to roughly Rs 1.64 lakh crore (USD 18.87 billion) by 2030.
(With Input from PTI reports)
