Mondelēz International and Lotus Bakeries are strengthening their partnership for Belgium with the launch of a new product – the Côte d’Or L’Original with crunchy Lotus Biscoff® pieces. This collaboration brings a combination of two authentic Belgian tastes to consumers, reflecting the companies’ shared roots. The new co-branded chocolate tablet is available in milk and white chocolate with crunchy Lotus Biscoff® pieces. The Côte d’Or L’Original with crunchy Lotus Biscoff® pieces is available exclusively in Delhaize stores now and will be rolled out to other Belgian retailers later this year.
The partnership between the two companies was announced in June 2024, with a double focus: to jointly develop new chocolate products that combine Mondelēz International’s chocolate brands with Biscoff® biscuits, and to expand the Lotus Biscoff® brand in India and grow it through Mondelēz International’s distribution channels.
The new Côte d’Or L’Original with crunchy pieces of Lotus Biscoff® is the first co-branded product in Belgium. It comes after the introduction of Cadbury Biscoff® product in the UK earlier this year.
Côte d’Or to spearhead Mondelēz Benelux’s chocolate growth strategy
Mondelēz Benelux aims to achieve EUR 1 billion in sales by 2030 and sees chocolate as a key category within that ambition, with Côte d’Or as its flagship product. The company announced it is focusing on targeted growth within its core segments, strengthening its existing assortment. As the market leader, Côte d’Or plays a key role in this plan: today, Côte d’Or products are present in 70% of Belgian households and the chocolate brand enjoys 96% awareness. The brand aims to further strengthen its leading position with a penetration rate of 80% by 2030.
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 some 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.
“Worldwide, we see that some 91% of consumers snack daily, and as many as 61% eat two snacks a day. The snacking market also continues to grow in Belgium, with a current increase of 2%. 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 realizing in part through our partnership with Lotus Bakeries,” explains Dirk Van de Put, CEO of Mondelēz International.
Lotus Bakeries’ global ambition for Lotus Biscoff®
Lotus Bakeries’ biggest strategic pillar is Lotus Biscoff®, accounting for half of Group revenue by 2024. 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. The combination with Côte d’Or represents a logical and powerful step forward in realizing our global ambition.”
An overwhelming 80% of Belgians recognize the taste of Côte d’Or even blindfolded, while Lotus Biscoff® is present in 50% of Belgian households, the companies highlight survey data.
“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 realization that makes one dream of even more new and unique combinations,” echoes Dirk Van de Put, CEO of Mondelēz International.
Jan Boone, CEO of Lotus Bakeries: “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.”
Photos: Mondelez
