Lhe agri-food giant Mondelez will develop products from its own brands (Milka, Cadbury, etc.) by associating the famous Belgian speculoos Lotus, the two companies announced Thursday in a joint press release. The chocolate innovations developed in “co-branding” will also be marketed in key markets in Europe, with the possibility of extending them on a global scale, they specify. An agreement concluded between the two parties also plans to extend the development of Biscoff in India.
Under this name, speculoos has made more than a name for itself on the international scene since it is now among the five most popular biscuit brands in the world, this ranking remaining dominated by Oreo, produced by Mondelez.
The American group has numerous brands in its portfolio including Côte d’Or, Milka, Mikado… It has also owned the French biscuit maker Lu since 2007. The latter itself designs a speculoos, Bastogne, but whose name is perhaps not not as resounding as the Biscoff from the company in Lembeke (East Flanders).
More visibility
Under the terms of the agreement unveiled Thursday, Mondelez will manufacture, market, distribute and sell the Biscoff brand in India. “Lotus Bakeries aims to achieve significant visibility and sales growth in this high-potential market, while Mondelez will build on its already strong presence in traditional and modern commerce to expand its biscuit offering into premium segments very popular,” explain the two companies.
This merger will allow the two players to develop products combining two flagship brands, such as Milka chocolate with Biscoff speculoos, for example. The first “co-branded” products should be launched in early 2025.
