Mondelēz International and Lotus Bakeries strengthen partnership to accelerate innovation and growth
The successful launch of a co-branded Cadbury Biscoff product, the Côte d’Or L’Original with crispy Lotus Biscoff pieces, is part of an ambitious growth strategy for Mondelēz Benelux to reach €1 billion in sales by 2030.
The company is strengthening its current assortment, concentrating on focused growth within its core sectors, and consistently innovating to adapt to shifting consumer trends to keep its dominant position in the snacking market.
Dirk Van de Put, CEO of Mondelēz International and Jan Boone, CEO of Lotus Bakeries announced the launch of the Côte d’Or L’Original with crunchy Lotus Biscoff pieces: a new co-branded chocolate tablet available in milk and white chocolate with crunchy Lotus Biscoff pieces. The launch marks another milestone in the strategic partnership between the two companies, which was announced in June 2024.
The partnership between Mondelēz International and Lotus Bakeries has a dual focus:
- they are jointly developing new chocolate products that combine Mondelēz International’s iconic chocolate brands such as Côte d’Or, Cadbury and Milka with the unique, crunchy Biscoff taste and texture.
- the companies join forces to expand the Lotus Biscoff brand in India and grow it through Mondelēz International’s distribution channels.
Within the Belgian snacking market, the chocolate sector is an engine of growth. Over the past five years, the Belgian chocolate market has increased in value by 22%, driven by both price increases and volume growth. Also, for Mondelēz Belgium, growth within snacking is mainly led by the chocolate category, which represents more than 70% of total growth.
Côte d’Or products are present in 70% (Yougov FY) of Belgian households and the chocolate brand enjoys 96% awareness (Metrixlab – March 2025). The brand aims to further strengthen its leading position with a penetration rate of 80% by 2030.
“Worldwide, we see that some 91% of consumers snack daily, and as many as 61% eat two snacks a day (Mondelez International State of Snacking report). The snacking market also continues to grow in Belgium, with a current increase of 2% (Nielsen P3 2025). Due to busy lifestyles and the need for convenience, health and indulgent moments, consumers are increasingly reaching for snacks during the day. By specifically responding to these changing needs, new opportunities arise for us as a company, which we are realising in part through our partnership with Lotus Bakeries,” explained Dirk Van de Put, CEO of Mondelēz International.
Lotus Bakeries’ mission with its biggest strategic pillar Lotus Biscoff, accounting for half of Group revenue by 2024, is to be present worldwide during consumers’ favourite indulgence moments with the unique Biscoff taste experience. The brand’s universal taste and appeal are also the reasons why the Group aspires to become the world’s No. 3 cookie with Lotus Biscoff.
“The partnership with Mondelēz International and the addition of Lotus Biscoff to their renowned chocolate brands such as Cadbury, Milka and Côte d’Or are important steps in that direction,” said Jan Boone, CEO of Lotus Bakeries. “Especially in our Belgian home market, where we have been producing Lotus Biscoff since 1932 and have since achieved 93% brand awareness and 50% penetration (Kantar 2024 & HHP data 2024). The combination with Côte d’Or represents a logical and powerful step forward in realising our global ambition.”
The brands can both boast impressive brand awareness: 80% of Belgians recognise the taste of Côte d’Or and this even blindfolded (Côte d’Or survey of 2,200 families), while Lotus Biscoff is present in 50% (HHP data 2024) of Belgian households.
“By combining the unique taste of Côte d’Or l’Original with the crunchy Lotus Biscoff cookie, we reinforce what is already good. Both Jan Boone and I grew up with these iconic products as Belgians, so it is a strongly Belgian-tinged realisation that makes one dream of even more new and unique combinations,” echoed Dirk Van de Put, CEO of Mondelēz International.
Jan Boone, CEO of Lotus Bakeries added: “The collaboration with Côte d’Or, the number one Belgian chocolate company for decades, is extremely valuable. This collaboration brings together two authentic tastes without losing their well-known and beloved individuality. This chocolate tablet is a great example of what two Belgian brands can achieve when they join forces.”
