Toblerone truffles featuring Lotus Biscoff are set to debut exclusively at Costco, as Mondelēz expands a collaboration that has already generated more than $300 million in annual revenue.
Mondelēz International is taking its successful Biscoff collaboration for the first time, pairing Lotus Bakeries’ iconic Biscoff cookies with its Swiss chocolate brand Toblerone in a new truffle format.
The product, already available in the UK and several other markets, will initially be sold exclusively through Costco stores in the US. The launch gives Mondelēz an opportunity to bring together two brands that have been performing strongly while strengthening Toblerone’s presence in the world’s largest premium chocolate market.
“We see a huge opportunity” for Biscoff and Toblerone in the US, Iain Livingston, president of Toblerone and world travel retail at Mondelēz, said in an interview.
Toblerone has a particularly strong presence in travel retail, which accounts for around 25% of its sales. According to Mondelēz, it is the best-selling chocolate brand in the travel channel.
Mondelēz launched its Biscoff chocolate platform in 2024 after entering into a partnership with Lotus Bakeries to develop products combining the caramelised biscuit with its chocolate brands.
The collaboration initially produced Cadbury and Milka products featuring Biscoff pieces across Europe and the UK. The range has since expanded into markets including Australia and Canada.
The partnership has become a significant growth platform for Mondelēz, generating more than $300 million in annual revenue. Company executives have previously indicated that the business could eventually reach $1 billion.
Livingston said the performance of Biscoff products in existing markets had “surpassed even our expectations”, with repeat purchase rates ranging between 30% and 40%.
The company now sees further opportunities to extend the partnership across its portfolio and into new markets. In Brazil, Mondelēz plans to introduce Biscoff pieces into its Lacta chocolate brand early next year.
Mondelēz is also exploring additional Biscoff combinations using some of its other major brands, including Oreo and Cadbury Eggs, as it looks to increase repeat purchases and expand the platform into new categories and markets.
The Biscoff partnership comes as Mondelēz continues to invest in Toblerone. Last year, the company announced an investment of about $79 million in its manufacturing facility in Bern, Switzerland, where around 90% of Toblerone production currently takes place.
Founded in Switzerland in 1908, Toblerone remains one of Mondelēz’s most recognizable chocolate brands. The company is targeting the No. 1 position in global chocolate by 2030, with established brands such as Toblerone and newer cross-brand collaborations such as Biscoff forming part of its growth strategy.