Cadbury Maker Mondelez Unleashes Global Biscoff Sensation in India! Sweet Shock for Rivals?

Consumer Products

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Updated on 13 Nov 2025, 10:31 am

Mondelez India, known for Cadbury chocolates and Oreo biscuits, is set to launch Biscoff cookies in the Indian market through a global licensing agreement with Belgium-based Lotus Bakeries. Previously available only via imports, Biscoff, a top-five global biscuit brand renowned for its unique caramelized flavor and crunchy texture, will now be widely accessible across local stores and online platforms at price points ranging from Rs 10 to Rs 110.

Under the pact, Mondelez India will handle manufacturing, marketing, and distribution, leveraging its extensive market experience. Production has begun at a partner facility in Rajasthan, with a full rollout expected within 45 days.

Lotus Bakeries' CEO, Jan Boone, highlighted India's importance, stating that with Mondelez's distribution capabilities, India could soon become one of their top markets. Globally, Lotus Bakeries aims to become the number three biscuit brand worldwide. The company also plans to explore introducing Biscoff ice creams and chocolate collaborations with Mondelez in the future.

Mondelez International's global Chairman & CEO, Dirk Van De Put, has expressed optimism, expecting Biscoff to generate $100 million in revenue from India within five years. The brand will focus on digital and e-commerce platforms to connect with Gen Z consumers.

Impact: This launch significantly heats up competition in India's premium biscuit segment, estimated at Rs 9,000 crore and growing at 15-18% annually, which is double the overall biscuit market's growth rate. Biscoff will directly challenge incumbents such as Britannia Industries (Good Day, Pure Magic), ITC (Dark Fantasy), and Parle Products (Hide n’ Seek).

Impact Rating: 7/10

Difficult terms: Licensing pact: An agreement where one company allows another to use its brand, technology, or intellectual property in exchange for royalties. Gen Z: The demographic cohort succeeding Millennials, generally considered born between the mid-1990s and early 2010s, known for digital savviness. FMCG (Fast-Moving Consumer Goods): Everyday items sold quickly and at relatively low cost, such as packaged foods, beverages, toiletries. GST (Goods and Services Tax): A comprehensive indirect tax levied on the supply of goods and services in India. Incumbents: Established companies or brands that already hold a dominant position in a particular market.