Cadbury owner Mondelēz International and Biscoff owner Lotus Bakeries have joined forces to create new co-branded products  2100x1400

Source: Mondelēz International

Biscoff owner Lotus Bakeries and Cadbury manufacturer Mondelēz International have joined forces to create new co-branded products for Europe markets

Biscoff owner Lotus Bakeries has announced a strategic partnership with Mondelēz International to develop and market co-branded chocolate products featuring its caramelised biscuit in the UK and other European markets.

Mondelēz is the manufacturer behind chocolate brands Cadbury Dairy Milk, Milka, and Toblerone, as well as biscuit and baked snacks brands such as Oreo, Ritz, and LU.

The companies said that while specific formats were still in the early stages of development, they aim to bring new innovations to the chocolate category that will ‘surprise and delight consumers’. This includes exciting new chocolate products combining the unique, caramelised, crunchy Biscoff taste and texture with Mondelēz’s iconic chocolate brands, they said, adding that there was the option to expand globally.

A Cadbury and Biscoff co-branded product is expected to be launched in the UK early next year, along with a Milka and Biscoff combination in Europe.

The partnership also provides new opportunities for both Lotus Bakeries and Mondelēz to accelerate their growth ambitions in the attractive cookie and chocolate categories, and offered them the potential to enter into adjacent segments and/or additional markets. They revealed a focus on growing the Biscoff brand in India, leveraged by Mondelēz’s extensive distribution network and local market presence to manufacture, market, distribute and sell products there.

Lotus Bakeries said it was aiming to achieve significant visibility and sales growth in the ‘high-potential’ market in India, while Mondelēz said it would build upon its already strong presence in both traditional and modern trade to expand its cookie offerings into high-demand premium spaces.

Read: How bakers can make new toppings and fillings despite the choc crisis

“We are thrilled to join forces with the world’s number-one cookie player, Mondelēz International, and we are grateful for their belief in our Biscoff brand,” said Jan Boone, CEO of Lotus Bakeries. “We look forward to building on their commercial expertise and market-specific knowledge and presence in India, and we believe now is the right time to expand our distribution in this growing market.

“Additionally, we are excited to add our Biscoff brand to one of the world’s leading chocolate companies. Our delicious flavours complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers,” added Boone.

Krispy Kreme recently introduced two new doughnut varieties with Biscoff inclusions as part of its limited edition Blissfully Biscoff range. Lotus Bakeries previously partnered with US bakery giant Cinnabon back in 2022 to create a trio of new bakery products for the UK market. A few months prior to this, it acquired sourdough cracker firm Peter’s Yard.

Mondelēz has a licensing partnership with Baker & Baker for Cadbury cookies, with the sweet bakery manufacturer investing almost £2.9m in a new American-style cookie line at its site in the Wirral.