9 months ago
Lotus Bakeries Launches Biscoff in India with Mondelez Partnership
A popular cookie from Belgium called Biscoff is now available in India!
The company that makes Biscoff, Lotus Bakeries, has teamed up with another big company, Mondelez, which makes cookies like Oreo.
Mondelez will now make and sell Biscoff cookies all over India.
They want Biscoff to become one of the top three cookie brands in the whole world, and they think India is a very important place for that to happen.
To make sure lots of people can try them, they are selling them in small packs starting at just ₹10.
This makes the cookies more affordable.
Besides cookies, they also plan to make special chocolates that mix Biscoff with Mondelez's own chocolate brands.
They are making Biscoff available everywhere, including online and in places like hotels and airplanes.
This is because they believe Indian people with more money like to try new and tasty things.
Lotus Bakeries has launched its Biscoff cookie brand in India through a partnership with Mondelez International.
Mondelez India will manufacture, market, and distribute Biscoff, aiming for accessibility with prices starting at ₹10.
Lotus Bakeries aims for Biscoff to become the world's third-largest cookie brand, viewing India as a crucial market for this goal.
The partnership includes developing co-branded chocolates combining Biscoff with Mondelez's existing chocolate brands.
Biscoff is positioned as a premium cookie, with pricing strategy to capture a wider segment of the Indian market and out-of-home consumption.
- Who
- Lotus Bakeries and Mondelez International
- What
- Launched Lotus Biscoff cookies in India and plan co-branded chocolate products.
- Where
- India, across retail and online platforms, and targeting out-of-home consumption.
- When
- November 13, 2025 (formal launch announcement)
- Why
- To expand Biscoff's global reach with India being a key market and to grow the premium cookie segment in India.
Lotus Bakeries & Mondelez Perspective
Market Analyst Perspective
Market Entry and Growth Strategy
Lotus Bakeries & Mondelez Perspective
Lotus Bakeries believes India is essential for its global ambition to become the third-largest cookie brand worldwide, and partners with Mondelez due to India's complex distribution network. Mondelez anticipates the launch will grow the premium cookie segment in India.
Market Analyst Perspective
While the article doesn't explicitly state analyst views on market entry, the pricing strategy suggests a target premium segment, which market analysts often view as challenging against established domestic players.
Pricing and Accessibility
Lotus Bakeries & Mondelez Perspective
Mondelez aims for accessibility by offering Biscoff in packs starting at ₹10 and a price of approximately ₹450 per kg, indexing at 2.3-2.4 times the market average. This tiered pricing allows them to tap into a wider consumer base and different income levels.
Market Analyst Perspective
The pricing of ₹10 for a single serve and ₹450 per kg positions Biscoff as a premium product, potentially facing challenges in a market with strong, lower-priced domestic competitors.
Key facts
- Brand
- Lotus Biscoff
- Partnership
- Lotus Bakeries & Mondelez International
- Manufacturer & Distributor (India)
- Mondelez India
- Launch Date
- November 13, 2025
- Initial Price Point
- Starting at ₹10
- Estimated Price per kg
- Approx. ₹450
- Global Ambition
- Make Biscoff the world's number three cookie brand
- Future Products
- Co-branded chocolates combining Biscoff with Mondelez's brands
Quotes
Samir Jain
President-India, Mondelēz International
“This is an attempt in that direction for us to premiumise the cookie market in the country by offering something unique in terms of taste and flavours.”
thehindubusinessline.com
“I think what we are really trying to do by making Biscoff in India is that we are making a premium product more accessible to Indian consumers.”
thehindubusinessline.com
Jan Boone
CEO of Lotus Bakeries
“Our ambition is to make Biscoff the world’s number three cookie brand and India is essential to this vision.”
thehindubusinessline.com
“We couldn’t conquer India on our own as the distribution is very complex and we needed a strong partner like Mondelez.”
thehindubusinessline.com
