Mondelez International and Lotus Bakeries have rolled out the first product from the licensing deal the companies announced last year.
The snack groups have launched a Cadbury Dairy Milk Biscoff tablet in the UK and Ireland.
In June last year, the companies said they would develop new products combining Biscoff biscuits with Mondelez’s chocolate brands such as Cadbury and Milka. They had lined up the first products to be sold in Europe this year.
Connor Gould, Cadbury Dairy Milk brand manager in the UK, said “Combining two delicious favourites is a great way to give consumers the best of both, creating the perfect pairing for them to enjoy the smooth, creaminess of Cadbury Dairy Milk mixed with the classic crunch and unique flavour of Biscoff that consumers love.”
A 105g bar has a recommended retail price of £2 in the UK, with a 95g pitched at £1.69 for a price-marked SKU and £1.75 otherwise.
The tie-up between Mondelez and Lotus also included plans for Mondelez to manufacture, market and distribute Biscoff biscuits in India from its existing production network.
Earlier this week, the companies announced a deal in ice cream. UK-headquartered Froneri, which manufactures ice cream under licence for snacks companies including Mondelez, will produce Lotus Biscoff-branded ice cream.
Starting next year, Froneri will handle the production, marketing and distribution of the ice cream in several European countries, with more markets planned for 2027 and 2028.
Belgium-based Lotus Bakeries described the contract as a “sub-licence agreement” under its own deal with Mondelez
