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 focussed on building brands. This strategy is based on three pillars.
Globalisation of the Lotus Biscoff products
The first pillar focuses on the globalisation of the Lotus Biscoff Cookie, Lotus Biscoff Spread and Lotus Biscoff Ice cream. These products enjoy success across national borders and cultural differences - a quite exceptional situation in the food sector. Lotus Biscoff is now enjoyed in some sixty countries. This success supports the ambition of globalisation.
To support the further internationalisation of Lotus Biscoff, Lotus Bakeries operates in fourteen countries with its own sales offices and its own sales teams. Cooperation also takes place with local commercial partners in more than fifty countries and via their channels, we launch our products in new markets.
Investment in a strong healthy snacking business so that we gradually enter other markets beyond the United Kingdom
Lotus Bakeries targets a second international growth area: natural and healthy snacking. We entered this new segment in 2015 with the acquisitions of Natural Balance Foods and Urban Fresh foods. This for the BEAR, Nakd and TREK brands. The natural and healthy snacking range was further extended in 2018 with the acquisition of Kiddylicious, the fastest growing brand in the baby snacking category in the United Kingdom.
Lotus Bakeries initially focused on their home market, the United Kingdom. Our existing sales organisations have meanwhile achieved increasing international success for these brands in parts of Europe, Asia and the United States.
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.