Biscoff goes ‘Make in India’ as Oreo-maker Mondelez rolls out ₹10 pack, targets mass-premium market

In a global first for Lotus Bakeries, Oreo-maker Mondelēz India will manufacture, market, and distribute Biscoff domestically, bringing the iconic Belgian caramelized cookie to Indian consumers at scale. The move signals one of the company’s most aggressive bets yet in the country’s fast-growing indulgent snacking market — combining local production, deep distribution, and an entry price of ₹10 to take a globally premium brand mainstream.

Dirk Van De Put, chairman & CEO of Mondelēz International, said the India rollout is central to the global partnership announced last year. “Our vision was clear — to bring together two iconic snacking brands and create something truly special for Indian consumers,” he said. “This collaboration strengthens our play in the premium cookie segment and reflects our commitment to introduce millions to the Biscoff experience.”

The launch significantly reinforces Mondelez India’s premium cookie portfolio, currently anchored by Oreo, and positions Biscoff as its next growth engine. It also extends the company’s Make-in-India strategy, ensuring the same caramelised taste and crunchy texture that has earned Biscoff a cult following in 80 markets.

Mondelez is betting on rising appetite for global quality, indulgent snacks among Indian consumers. “We are very excited about bringing the Biscoff experience to India and it will premiumise the cookie segment,” said Nitin Saini, vice president marketing, Mondelēz India. The brand’s positioning will spotlight its distinctive flavour profile, which has been central to its international success.

Samir Jain, president–India, Mondelēz International, added that the combination of local manufacturing and robust distribution will be key to building early momentum. “With our strong network, marketing excellence and deep consumer understanding, we are excited to make this international favourite a cookie of choice for Indian consumers,” he said. “It’s been a wonderful partnership with the Lotus Bakeries team over the last year.”

For Lotus Bakeries, the India entry is foundational to its ambition of making Biscoff the world’s No. 3 cookie. CEO Jan Boone underscored both the brand’s heritage and its scale aspirations. “Our journey began in 1932 as a Belgian family business founded by my grandfather. Today Biscoff is enjoyed in 80 countries,” he said. “India is essential to our global vision, and partnering with Mondelēz — with its deep expertise and proven success in the market — gives us great confidence.”

Unlike its premium positioning abroad, Biscoff’s India strategy is built on accessibility. Mondelēz will introduce five pack sizes starting at ₹10, targeting rapid penetration in metros, Tier II cities and deep into traditional trade. “A key focus area is to make Biscoff accessible to more people,” Saini said, noting that the cookie will be available across kiranas, modern trade, e-commerce, and quick-commerce platforms.

The company is also building an out-of-home presence — placing Biscoff alongside coffee on airlines, in hotels and through café chains, while working with QSR partners to launch Biscoff-based desserts. The approach blends the brand’s global café associations with Indian consumption habits, embedding it across both in-home and on-the-go snacking occasions.

The launch bolsters Mondelez India’s ambition to lead across price points and snacking moments. With Oreo as its mass-premium anchor and Biscoff positioned as an accessible premium indulgence, the company is tightening its grip on the rapidly evolving cookie and biscuit category.