Lotus Bakeries, the Belgian maker of Biscoff cookies, has declared India a core pillar of its global expansion strategy as it partners with Mondelez International for local production and distribution. The company aims to make India one of its top four global markets, with Mondelez targeting $100 million in Biscoff sales within five years.
“We can’t become a global brand without India,” Lotus Bakeries CEO Jan Boone said, highlighting the country’s young consumer base and massive biscuit market. “If we want to be the number three cookie brand in the world, India has to be part of that journey. We now have the best possible partner to conquer India with Biscoff.”
Under a licensing agreement, Mondelez—the maker of Cadbury Dairy Milk and Oreo—will manufacture and distribute Biscoff in India, paying Lotus a royalty. For Mondelez, the partnership strengthens its presence in the ₹45,000-crore biscuit market, dominated by Britannia, Parle, and ITC, and allows it to expand deeper into premium cookies.
Until now, Biscoff has largely been imported into India, carrying a high price tag. Local production is expected to significantly reduce prices and widen accessibility. Lotus Bakeries believes the Indian market still has enormous untapped potential, citing the complexity and scale of the country’s retail distribution network.
Founded in 1932, Lotus Bakeries rebranded its iconic spiced caramelized Speculoos biscuit as “Biscoff” in 1986—a blend of “biscuit” and “coffee.” The brand has tripled global sales over the past decade, fueled in part by Gen Z consumers, who already contribute to 1.8 billion Biscoff-related social media views worldwide.
Boone outlined the company’s geographic priorities: the US, UK, and France currently lead global Biscoff sales. “Hopefully India will become one of the top three or top four markets for us,” he said.
Beyond India, Lotus and Mondelez also collaborate on co-branded chocolates, including Milka and Cadbury variants infused with Biscoff, in the US and Europe.
Globally, Mondelez earns nearly 70% of its revenues from non-chocolate categories such as biscuits, gums, candies, and beverages. In India, however, chocolates still dominate its sales. Over the past decade, the company has expanded into biscuits, cakes, and breakfast cereals as part of its strategy to evolve into a broader snacking powerhouse. The biscuit category, nearly twice the size of India’s chocolate and confectionery market, presents significant growth opportunities for the company’s cookie ambitions.
With Biscoff’s growing popularity and an aggressive distribution push from Mondelez, Lotus Bakeries is positioning India as a future powerhouse market—one it believes is indispensable to its global rise.