INDIA- Snacking giant Mondelez has partnered with fellow snack company Lotus Bakeries to make, distribute, and sell Lotus’ flagship biscuit brand, Biscoff, in India.
Under the licensing agreement, Mondelez will pay Lotus Bakeries a royalty on sales. The two companies revealed that the product will be available in India from June 2025.
The partnership will widen Mondelez’s portfolio in India, introducing the snacking giant to the country’s premium cookie segment, which is currently dominated by ITC, Britannia, and Parle.
Lotus Bakeries expressed optimism over the partnership. The company praised Mondelez’s intricate and efficient distribution network in India and strong presence in the growing market.
Jan Boone, Lotus Bakeries’ CEO, said, “To successfully operate here, an extensive distribution network, a strong local presence, effective merchandising, and an appropriate pricing strategy are key. And we believe that now is the right time to further accelerate Biscoff in this growing market.”
“I am therefore confident that Mondelēz International, with its strong commercial expertise, market-specific knowledge, and local presence, is the ideal partner to fulfill our ambition to make Biscoff a big success in India.”
Mondelez praised Lotus’ flagship brand, expressing optimism over the partnership owing to Biscoff’s loyal following in a small market segment in India. The company views the brand as a perfect fit for the snacking giant’s distribution network and presence in the country.
Dirk Van de Put, Mondelez International’s Chair and CEO, said, “This partnership will help accelerate our strategic focus on the cookies category by introducing a premium brand that is widely loved in numerous markets to a much wider audience.”
The two companies also announced they will co-develop and market chocolate products to be sold in India and beyond. Although the two companies did not reveal specific details of these co-branded chocolate products, Mondelez revealed the first products will be released in early 2025.
The partnership is expected to leverage the promising Indian snack market. According to market research company IMARC Group, India’s snack market is expected to cross the 1 trillion INR (US$13.3 billion) valuation by next year. It is also expected to grow at a compound annual growth rate (CAGR) of 13%.
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