India’s snack market is on the brink of a dramatic shift—and Lotus Biscoff wants to be at the center of it. With its caramelized crunch beloved worldwide, Belgium’s Lotus Bakeries has found a powerful ally in global snacking giant Mondelez. Together, they’re aiming to bring Biscoff to millions of new consumers and carve out a meaningful slice of India’s fast-growing biscuits and snacks market. Their ambition is bold: make Biscoff one of the top three cookie brands globally, with India playing a starring role.

A Partnership Built for India’s Complexity

When Mondelez agreed in June 2024 to manufacture, market, distribute, and sell Lotus Biscoff biscuits in India, it wasn’t just sealing a commercial deal—it was unlocking a vast and intricate retail network.

Lotus Bakeries’ CEO Jan Boone put it plainly: India is too big and too complex for a foreign brand to conquer alone. With millions of retail touchpoints, fragmented distribution, and fierce competition, only a partner with deep local expertise could elevate Biscoff from a premium import to an everyday indulgence.

Mondelez is exactly that partner. Known for Cadbury Dairy Milk, 5 Star, Perk, and Oreo—the world’s No. 1 selling cookie—the company brings unmatched distribution strength across urban and rural India.

India as a Strategic Growth Engine

Lotus Bakeries has global ambitions for Biscoff, aiming to make it the number three cookie worldwide. Today, the brand’s top markets are the US, UK, and France. But Boone is betting big on India, hoping it will eventually join the top three.

And the timing couldn’t be better—India’s biscuits and snacks market is booming.

• Biscuits market size (2024): ₹39,500 crore
• Projected size by 2033: ~₹69,000 crore
• Snacks market projection for 2033: ₹1.01 trillion

With a young population, rising incomes, and a growing appetite for premium packaged foods, India represents fertile ground for Biscoff’s expansion.

Premium Cookie Strategy: Competing at a Higher Price Point

At ₹10 for a single-serve pack, Biscoff is entering India as a premium cookie. For perspective, Parle G sells at ₹2—and dominates mass consumption.

Mondelez India president Samir Jain noted that Biscoff’s pricing will be roughly 2.3–2.4x the market average, positioning it around ₹450 per kilo. This signals a clear strategy: target aspirational, urban middle-income consumers willing to pay for differentiated flavors and international brands.

However, analysts caution that premiumization is not unique—Indian players like Britannia, Parle, and ITC have already expanded their premium portfolios. While Biscoff may entice new buyers, it won’t destabilize incumbents immediately.

Beyond Biscuits: Co-Branded Chocolates on the Horizon

The Lotus–Mondelez partnership isn’t stopping at cookies. The two companies plan to jointly develop co-branded chocolates—a fascinating move considering Biscoff’s global success as a flavor in desserts, spreads, and confections.

For Mondelez, which has a dominant chocolate portfolio and a relatively small biscuit business in India, premium Biscoff-infused offerings could create a new niche and attract consumers looking for international flavor experiences.

A Market Tough for Multinationals to Crack

India’s biscuit space has long been dominated by homegrown giants with deep distribution, low costs, and strong brand loyalty. Analysts like Abneesh Roy of Nuvama Institutional Equities believe new entrants, particularly at premium price points, will face a slow climb.

Multinationals, he argues, have historically been slower to scale in India compared to local companies that move faster and understand market nuances better. As a result, the biscuit aisle will likely remain ruled by Britannia and Parle for the foreseeable future.

Still, Biscoff’s entry isn’t about mass disruption—it’s about capturing the premium niche and building long-term brand equity.

Long-Term Commitment from Both Sides

While financial terms weren’t disclosed, Lotus Bakeries emphasized that the partnership is designed for longevity. This isn’t a short-term experiment—it’s a multi-year vision to embed Biscoff into India’s snacking culture.

For Mondelez, which reported $36 billion in revenues in 2024 and already has a strong presence in India, the partnership adds another distinguished global brand to its portfolio, strengthening its foothold in the premium cookie market.

Takeaways: A Sweet New Chapter for India’s Cookie Market

The arrival of Biscoff, powered by Mondelez, marks a significant moment in India’s evolving snacking landscape. Here’s what to watch:

• Premiumization is accelerating, with Biscoff adding fresh momentum to the trend.
• Mondelez’s distribution muscle gives Biscoff a real shot at national scale—something few foreign brands achieve.
• Competition will intensify, but mostly in the premium segment, leaving mass-market giants unaffected.
• Co-branded chocolates could be the next big innovation in India’s confectionery space.
• India may soon become a major global market for one of the world’s most loved cookies.

As Biscoff lands in more Indian stores, the real test begins: can its iconic caramelized crunch win over a billion taste buds? The stage is set—and the cookies are ready.

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