The popular Belgian caramel biscuit, Biscoff, will now be locally produced in India, marking a major strategic move by its parent company, Lotus Bakeries. This shift is the result of a new partnership with Mondelez India, the confectionery giant behind brands like Cadbury and Oreo, aiming to significantly expand Biscoff’s global footprint.

A Gateway to Global Ambition

Jan Boone, the CEO of the nearly century-old Lotus Bakeries, stated that the Indian market is absolutely key to the brand’s goal of becoming the world’s third-largest global biscuit brand. Recognizing the difficulty of navigating India’s complex distribution network independently, the company secured a tie-up with Mondelez, a first-ever instance of Biscoff production being outsourced to another firm.

The local manufacturing, which will take place at a third-party facility in Rajasthan under the supervision of Mondelez India, is designed to immediately address two crucial factors: affordability and accessibility. By producing cookies domestically, prices can be lowered, making the product available to a much wider consumer base. Retail packs will be priced as low as ₹10 for small units, with larger packs selling for around ₹110.

Tapping into India’s Youth Market

Lotus Bakeries is heavily targeting India’s vast Gen Z population, which accounts for over 25% of the country’s demographic. The brand has already seen massive engagement online, boasting approximately 1.8 billion views across social media platforms like TikTok, indicating strong appeal among younger consumers. The company anticipates that India will quickly rise to become one of its top three or four global markets.

For Mondelez India, the partnership provides an opportunity to elevate the country’s existing biscuit segment. Samir Jain, President-India at Mondelez International, noted that Biscoff allows them to “premiumise the cookie market,” offering a distinct, high-quality accompaniment for India’s ubiquitous tea and coffee consumers. Currently, premium cookies constitute a small fraction (3.5%-4%) of the broader local biscuit market, offering significant room for Biscoff to drive growth in the segment.

Beyond India, the global collaboration between Lotus Bakeries and Mondelez International extends to other product developments, including the planned creation and marketing of co-branded chocolate products and the launch of Biscoff ice creams across European markets.