Biscoff to Be Made in India as Mondelez Begins Local Production

Mondelez India has officially started producing Lotus Biscoff cookies in the country, marking a major expansion of its premium biscuit portfolio. The company aims to make India one of the top three markets globally for Biscoff.

Local Manufacturing and Distribution

Originally from Belgium, Biscoff will now be made in Alwar, Rajasthan. Mondelez India will take full charge of production, marketing, and distribution. The product will be available in:

• Kirana stores
• Supermarkets and hypermarkets
• E-commerce platforms
• Quick-commerce apps

Prices will start at ₹10, and the cookies will be sold in five different pack sizes, making them accessible to a wide range of consumers.

Global Ambition Behind the Launch

Jan Boone, CEO of Lotus Bakeries, shared that Biscoff is one of the fastest-growing cookies worldwide. He said, “If a brand wants to go global, it must include India.” Boone expressed confidence in Mondelez as the ideal partner to build the Biscoff brand in India. The collaboration between Mondelez International and Lotus Bakeries was first announced in June 2024.

Dirk Van de Put, Chairman and CEO of Mondelez International, said the goal is to offer Indian consumers a unique and memorable snacking experience. The launch supports Mondelez’s broader plan to expand its presence in the growing premium cookie category. Both companies have also partnered to produce Biscoff-flavored ice cream, which is already being sold in Europe.

Pricing Strategy and Target Consumers

Sameer Jain, President of Mondelez India, explained that Biscoff will be priced around 2.3–2.4 times higher than the average cookie in the market, roughly equal to ₹400–₹450 per kilogram. However, with multiple pack sizes and price points, Mondelez expects to attract customers ranging from first-time buyers to loyal premium consumers.

Currently, premium cookies make up only about 3.5–4% of India’s cookie market, leaving a large potential for growth. Mondelez believes that Biscoff’s entry will help expand this high-value segment and introduce more Indian consumers to premium snacking.

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