Confectionery giants team up to deliver treats
CONFECTIONERY giants Cadbury and Lotus Bakeries have announced a new collaboration to develop new products for 2025.
The new partnership comes about as Lotus aims to build up its presence on a global stage, with the support of Mondelēz International along the way, especially in key markets including the UK, Europe and India.
As a result, Mondelēz has announced it will be launching product collaborations between the Cadbury brand and Lotus next year. There will also be further plans to implement a partnership between the Milka chocolate brand and Lotus for Europe.
Dirk Van de Put, chair and chief executive at Mondelēz International, said: “This partnership will help accelerate our strategic focus on the cookies category by introducing a premium brand that is widely loved in numerous markets to a much wider audience.
“At the same time, we look forward to co-developing new, innovative chocolate flavours and formats in Europe, which will strengthen consumers’ already enduring loyalty to our two companies’ iconic brands.”
While specific formats are still in the early stages of development, the companies have confirmed they aim to bring new innovations to the chocolate category that will help to surprise and delight consumers across the UK.
The first co-branded products are expected to launch in early 2025 with Cadbury and Biscoff in the United Kingdom.
Jan Boone, chief executive at Lotus Bakeries, said: “We are thrilled to join forces with the world’s number-one cookie player, Mondelēz International, and we are grateful for their belief in our Biscoff brand.
“We are excited to add our Biscoff brand to one of the world’s leading chocolate companies. Our delicious flavours complement each other perfectly, and we’re confident that our shared commitment to innovation and quality will delight customers and consumers.”
