Mondelez Expands Cookie Portfolio with Biscoff Launch in India

Mondelez International has officially launched the beloved Biscoff® cookie in India, marking a significant expansion of its premium cookie portfolio. This initiative, carried out in partnership with Lotus Bakeries, aims to introduce Indian consumers to the unique caramelized flavor and crunchy texture that have made Biscoff® a favorite worldwide.

In an unprecedented move, Lotus Bakeries has partnered with Mondelez India for local manufacturing of Biscoff®, a first in the brand’s global operations. Under this collaboration, Mondelez will manage manufacturing, marketing, and distribution, leveraging its extensive network and marketing expertise. This strategic decision aligns with Mondelez India’s commitment to the Make in India initiative, ensuring consumers receive the same high-quality product known globally.

Leadership Comments on the Partnership

Dirk Van De Put, Chairman and CEO of Mondelez International, expressed enthusiasm about the partnership, stating, “When we announced our partnership with Lotus Bakeries last year, our vision was clear – to bring together two iconic snacking brands and create something truly special for Indian consumers.” He emphasized that this collaboration represents a pivotal step in enhancing Mondelez’s position in the premium cookie segment.

Echoing this sentiment, Jan Boone, CEO of Lotus Bakeries, highlighted the brand’s rich heritage, stating, “Our ambition is clear: to make Biscoff® the world’s number three cookie and a true global brand. India is essential to this vision, and we are delighted to partner with Mondelez International.” Boone noted that Biscoff® is enjoyed in 80 countries and aims to maintain its commitment to quality and tradition as it enters the Indian market.

Market Strategy and Consumer Engagement

Samir Jain, President-India at Mondelez International, shared his excitement about bringing Biscoff® cookies made in India to local consumers. He stated, “With our strong distribution network, marketing excellence, and deep consumer understanding, we are excited to make this international favorite a cookie of choice for Indian consumers.” Jain emphasized that Biscoff® offers a delicious, caramelized bite that pairs perfectly with hot beverages, enhancing the snacking experience.

The Biscoff® cookies will be available in five pack sizes starting at just INR 10, making them accessible across leading retail and online platforms throughout the country. Additionally, Mondelez India plans to collaborate with prominent hotel chains, airlines, and coffee houses to provide this iconic cookie alongside consumers’ favorite hot drinks, extending the classic Biscoff® experience to premium out-of-home moments.

Furthermore, the company is exploring partnerships with popular quick-service restaurants (QSRs) to incorporate the distinctive Biscoff® flavor into dessert offerings, creating new avenues for consumers to enjoy this cherished cookie.

With a legacy spanning over seven decades in India’s snacking culture, Mondelez India continues to innovate and expand its portfolio. The introduction of Biscoff® not only reinforces the company’s ambition to lead the snacking market but also enhances its existing brand lineup, which includes popular names like Oreo. This strategic launch positions Mondelez to capitalize on the rapidly growing premium cookie segment and respond to the evolving tastes of Indian consumers.