Restaurant India News: Lotus Bakeries Bets Big on India as Its Next Top Market for Biscoff

Lotus Bakeries has formally introduced its Biscoff cookie brand into the Indian market through a partnership with Mondelēz International. The launch event in New Delhi marks the brand’s entry into one of the world’s most competitive and rapidly expanding biscuit categories. Under this arrangement, Mondelēz will oversee manufacturing, marketing, and distribution within the country, bringing Biscoff into the same ecosystem that has helped Oreo become one of India’s leading cookie brands.

Jan Boone, CEO, Lotus Bakeries, stated, “Hopefully, India will become one of the top three, top four countries for Biscoff. Biscoff is currently available in more than 80 markets, with the United States, the United Kingdom, and France contributing over half of the company’s revenue. Boone added that Lotus Bakeries aims to secure the third position globally in the cookie category, behind Oreo and Chips Ahoy!.

Boone explained that building the brand in India requires a partner familiar with the country’s fragmented retail structure and varied distribution channels. “If you want to become a global brand, India has to be part of it,” he said, noting that the company could not scale independently in such a complex market. “We could not conquer India on our own. We needed a very strong partner like Mondelēz to really create the brand here.”

Mondelēz India President Samir Jain said the market strategy for Biscoff will mirror the approach that supported Oreo’s growth. Entry-level packs will be priced at Rs 10 to ensure reach across retail formats, including traditional outlets, modern trade, and quick commerce. Jain added that Biscoff will also be placed in premium hotels, coffee chains, and airlines to reinforce its global association with hot beverages.

The initial rollout will focus on urban markets, targeting consumers who seek premium cookie options and are open to exploring international brands. Jain said the company will spend the next several years building brand familiarity and expanding distribution gradually.

Industry data indicates a sizable opportunity. An IBEF report estimates that India’s biscuit, cookies, and crackers segment will generate Rs 1.16 lakh crore in revenue in 2025 and grow at 6.8 percent annually to reach Rs 1.64 lakh crore by 2030. As global players expand their presence, the category continues to attract interest from brands aiming to tap into rising demand for premium and indulgent packaged foods.

The Lotus Bakeries and Mondelēz partnership highlights the increasing global focus on India’s snacking industry, signaling further competition and new product diversification in the years ahead.