Lotus Bakeries, nice to meet you
Why we're in business
Since 1932, we’ve been making branded snacks with superior taste experiences. For anyone, anywhere, anytime. And always with the goal of creating moments of joy and happiness in people’s daily lives. It all started with a single caramelised cookie back in 1932.
Over the years, however, we gradually expanded our range of products in the indulgent and better-for-you snacking segment. As a result, we now offer many more moments of joy and happiness. Lotus Bakeries is here to brighten up people’s daily lives-wherever they are, whatever life stage they’re in, and whichever personal preferences they have.
What we aim for and how
We want to brighten up people’s daily lives with great-tasting branded snacks. This is something we can only realise if we give every Lotus Bakeries brand the chance to live up to its full potential – today and tomorrow.
On the one hand, that means combining a distinct long-term vision with quick short-term decision-making, intrinsic to a listed family company. On the other hand, it requires a strategy that plays into each brand’s own identity, context and target audience.
That’s why we group our branded snacks in 3 strategic brand pillars, namely Lotus® Biscoff®, Lotus™ Natural Foods, and Lotus® Local Heroes. Together, they create unique products for every occasion.
Lotus® Biscoff®
The globalisation of Lotus® Biscoff® is the first pillar of our strategy. Biscoff cookies and spread offer a universally loved taste & texture experience, which is quite unique in the food industry.
It is our mission to be present in consumer’s favourite indulgent moments across the globe with the unique Biscoff® taste experience. This universal appeal is also why we’re aiming high, as we want to become the number three cookie in the world.
Lotus™ Natural Foods
Since 2015, we have been investing in better-for-you snacks, delivered by strong brands, such as nākd®, BEAR®, TREK®, Kiddylicious® and Peter’s Yard®. The internationalisation of these brands forms the second pillar of our strategy.
In creating a balanced portfolio of snacks tailored to every occasion, the natural snacking segment plays a key role. It’s no secret that in today’s world, consumers increasingly put better-for-you snacks on their shopping list.
All natural, no added sugars, high in fibre, less processed, plant-based proteins… These attributes are rapidly gaining appeal. Something that’s true across all age groups, from toddlers to seniors. Our response: Lotus™ Natural Foods. It’s how we help consumers make better-for-you snacking choices, without compromising on great taste.
Lotus® Local Heroes
Our third strategic pillar includes a wide range of local brands and products – waffles, pastry, gingerbread and cookies – that play an important role in their home market of Belgium, France, the Netherlands or Sweden.
It’s often said that food is a universal language, but in most cases the opposite is true: food preferences, trends and patterns differ from country to country.
In our brand pillar Lotus® Local Heroes, we group a range of local hero brands and products that play a prominent role in their home market. After all, offering a balanced portfolio of brands with unique tastes for everyone is only possible
when we also cater to the taste buds of consumers who particularly love their national snacking habits.