In a significant move set to reshape the Indian biscuit market, Mondelez International has entered into a licensing agreement with Belgian firm Lotus Bakeries to manufacture and sell the iconic Biscoff cookies in India. Known for its Cadbury Dairy Milk and Oreo brands, Mondelez’s partnership will allow it to produce Biscoff locally, potentially lowering the cookie’s premium price point by eliminating import costs.
Mondelez’s President of India Operations, Samir Jain, noted the strategic value of this partnership, which leverages Mondelez’s extensive manufacturing and distribution capabilities. “It’s a synergy where both parties see immense value. Biscoff gains a robust entry into the Indian market through our established network, while we expand our premium biscuit portfolio,” Jain stated. He revealed that Biscoff production is slated to begin by mid-next year.
Since its inception in 1932, Lotus has transformed its spiced, caramelized Biscoff biscuits into a global sensation. The company’s CEO, Jan Boone, emphasized the importance of a strong local presence, highlighting Mondelez’s commercial expertise and market-specific knowledge as critical factors for success in India. “Mondelez is the perfect partner to help Biscoff realize its full potential in this dynamic market,” Boone said.
Currently, Biscoff cookies are imported into India, carrying a high price due to substantial import duties. Jain indicated that local production would significantly reduce costs, making the beloved cookies more accessible to Indian consumers.
Mondelez, which derives a significant portion of its global revenue from biscuits, sees this move as part of its broader strategy to diversify its product offerings in India, a market traditionally dominated by chocolate sales. The Indian biscuit market, valued at Rs 45,000 crore, presents a substantial opportunity, especially given that biscuits outsell chocolates by a considerable margin.
The partnership also includes plans for co-branded chocolate products, combining Biscoff with Mondelez’s well-known chocolate brands like Cadbury in the UK and Milka in Europe. These products are expected to hit the market in early 2025.
Dirk Van de Put, CEO of Mondelez International, expressed enthusiasm for the partnership, noting that it aligns with the company’s strategic focus on expanding its presence in the cookies’ category. “Bringing Biscoff to India and developing new chocolate flavours for Europe will strengthen the loyalty consumers already have for our brands,” Van de Put remarked.
This agreement not only enhances Mondelez’s product portfolio but also marks a pivotal step in making the premium Biscoff brand more affordable and widespread in India, a market with immense growth potential for premium snacking products.