Lotus teams up with Mondelez to grow Biscoff in India
Lotus Bakeries has entered a partnership with Mondelez to push the Biscoff cookie brand deeper into India’s expanding biscuit market. The move forms part of a broader ambition to make Biscoff the world’s third-largest cookie brand, and company leaders see India as a key market in that plan.
Why India matters
India’s biscuit category is large and fast-growing, driven by rising incomes, urbanisation and wider retail reach. For a premium cookie like Biscoff, that combination offers scale and long-term growth potential. Local demand for convenient, branded snacks makes the country an attractive priority for global food players.
What the partnership aims to do
- Increase Biscoff’s availability across more retail outlets and channels.
- Boost brand visibility through targeted marketing and promotions.
- Leverage the distribution strengths and market knowledge of both partners to accelerate expansion.
Opportunities and challenges
The partnership can fast-track Biscoff’s reach in India, tapping into changing consumer tastes and premiumisation trends. At the same time, competing with established local and international biscuit brands will require careful pricing, strong supply chains and consistent marketing execution.
What to watch next
Expect to see wider shelf presence, more advertising, and possible product launches or local adaptations aimed at Indian consumers. If successful, this strategy would help Biscoff move closer to its goal of becoming a top-three global cookie brand.