Mission, vision & strategy
Our mission is to create small moments of joy and happiness. We do that by offering a versatile range of branded snacks with superior taste experience. To every consumer. For every occasion. In every country.
Lotus Bakeries wishes to base its sustainable profitable growth on offering a versatile range of branded snacks of superior taste for every consumption occasion, while maximising opportunities for generations to come.
With this mission and vision in mind, Lotus Bakeries has defined a clear strategy focused on building brands. This strategy is based on three pillars.
Globalisation of Lotus Biscoff® products with Lotus Biscoff® - ultimately - at the top of global brands
The first pillar focuses on the globalisation of Lotus’ original caramelised cookie taste, marketed under the Lotus Biscoff® brand. Biscoff® enjoys success across national borders and cultural differences – a quite exceptional situation in the food sector. Lotus Biscoff® is now enjoyed in more than sixty countries.
To support the further internationalisation of Lotus Biscoff, Lotus Bakeries operates in fifteen countries with its own sales offices and its own sales teams. Cooperation also takes place with local commercial partners in some fifty countries.
Investment in a strong healthy snacking business, both in our home market, the UK, and internationally, from the Natural foods International HQ in Switzerland
The internationalisation of our Natural Foods brands Nākd, BEAR, TREK and Kiddylicious forms the second pillar of our strategy. Since 2015, Lotus Bakeries has invested in the natural and healthy snacking category with a focus on the strong brands of Nākd, BEAR, TREK and Kiddylicious. In May 2020, Lotus Bakeries acquired almost all of the remaining shares in British company Natural Balance Foods from the founders. As a result, Lotus Bakeries now has full control of the entire Natural Foods portfolio.
Our aim is to create constant growth in the home market for these brands, the United Kingdom. The geographical expansion of our Natural Foods brands outside
the United Kingdom is another major growth area.
Development of strong market position in our home markets by continuous investments in our broad range
Finally, there are our local core brands: the 'hero' products. We are present in Belgium, the Netherlands, France and the United Kingdom with a wide range of local 'hero' products : biscuits, waffles, cakes, gingerbread and natural snacks. We want to develop these already strong market positions by investing continuously in this wide range. That way, Lotus Bakeries strengthens its position as market leader in the relevant subsegments.