Mondelez signs agreement with Lotus to make and sell Biscoff in India
Mondelez has partnered Belgian biscuit maker Lotus Bakeries to make, sell and market the latter's flagship brand Biscoff in India.
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The company behind Cadbury Dairy Milk and Oreo will get royalty on its sales under the license agreement. The move will also help India's biggest chocolate maker widen its portfolio in the premium cookie segment in the Rs45000 crore biscuit market completely dominated by Britannia, Parle and ITC.
«It is a partnership where both found merit and value in each other. From Biscoff's perspective, it is an entry to India, using the strength of Mondelez's manufacturing, distribution and branding and for us, we have a great product in the end,» said Samir Jain, president of Mondelez India adding that the product will be rolled out by second half next year.
Originating from Belgium, the Lotus brand was founded in 1932 and in 1986, its most iconic product, the Speculoos biscuit was rebranded as Lotus Biscoff, a combination of two words — biscuit and coffee — Over the past decade, Lotus has tripled its sales due to the runaway success of the spiced caramelised Biscoff which is now among the top five biscuit brands globally. The company said it has established a presence in India, but there is still significant potential to further unlock the vast market with its millions of
