In a significant move for India’s premium snacking market, Mondelez International has officially launched Biscoff cookies in India through a strategic partnership with Belgium-based Lotus Bakeries.
This launch also marks a global milestone — it is the first time Biscoff is being produced locally outside Europe, signalling the brand’s confidence in India’s booming cookie consumption.
A First-of-Its-Kind Global Partnership
For the first time in its history, Lotus Bakeries has collaborated with another company to produce Biscoff. Mondelez India will take full charge of its manufacturing, marketing and nationwide distribution, leveraging its strong retail presence and category expertise.
Why India Matters for Biscoff
- India’s premium cookie market is expanding rapidly
- Rising affinity for international flavours
- Strong café culture and growing dessert experimentation
- A massive distribution advantage through Mondelez’s network
Jan Boone, CEO of Lotus Bakeries, emphasised India’s strategic importance:
“Our ambition is to make Biscoff the world’s number three cookie. India is essential to this vision.”
Strengthening the Premium Cookie Portfolio
Mondelez already dominates India’s snacking category with brands like Cadbury, Oreo and Bournvita Biscuits. Adding Biscoff to the portfolio strengthens its play in the premium cookie segment—one that consumers associate with indulgence, global flavours and café-style experiences.
Dirk Van de Put, CEO of Mondelez International, noted that the collaboration aims to introduce millions of Indians to the unforgettable Biscoff experience.
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Affordable Pricing and Wide Market Rollout
Biscoff cookies will be introduced in five pack sizes, starting at just ₹10, making the brand far more accessible than imported packs.
The rollout will cover:
- Modern trade and general stores
- E-commerce platforms
- Hotel chains and airlines
- Coffee houses pairing Biscoff with hot beverages
- Quick-service restaurants offering Biscoff-flavoured desserts
This multi-touchpoint strategy ensures Biscoff becomes a familiar indulgence across everyday and premium consumption moments.
Aligned with India’s ‘Make in India’ Vision
The partnership also deepens Mondelez’s commitment to local manufacturing, supporting the government’s Make in India initiative. Local production means:
- Better affordability
- Faster availability
- Wider penetration
- Opportunity for more India-specific formats in the future
What This Means for the Indian Market
The entry of locally produced Biscoff is likely to:
- Intensify the premium cookie competition
- Inspire new dessert formats
- Boost co-branded café collaborations
- Capture the rising trend of indulgent snacking
With Mondelez’s execution strength and Lotus Bakeries’ global legacy, Biscoff is poised to become a mainstream favourite, not just a niche indulgence.
Let’s wrap it
Mondelez’s launch of Biscoff in India marks a powerful convergence of global taste and local scalability. With strategic pricing, strong distribution and a first-ever global production partnership, Biscoff is set to transform India’s premium cookie landscape. As the brand steps into millions of Indian homes, it brings with it a new era of indulgence—one that blends international flavour with local accessibility.
