Cadbury meets Biscoff: Mondelēz International reveals a sweet new partnership

Mondelēz International has teamed up with popular biscuit brand Lotus Biscoff to unveil Cadbury Biscoff. The union of Lotus Biscoff and Cadbury’s unique taste profiles is said to mark “a bold and differentiated offer which presents significant growth opportunities in chocolate”.

Available as a 350g tablet, Cadbury Dairy Milk Biscoff is now on shelf in UK, Ireland and Greece travel retail locations before rolling out to airports and duty free stores globally in 2026.

Following the recent announcement of Mondelēz’s strategic partnership with the Belgian multinational Lotus Bakeries, the inaugural product derived from this collaboration – Cadbury Biscoff – is now available in travel retail.

Lotus Biscoff, known globally as the ideal coffee companion, is enjoyed by consumers for its exceptional taste and texture. Mondelēz International noted that taste is the number one purchase driver for travel retail confectionery shoppers and 95% of consumers perceive Biscoff’s taste and texture as unique.

Bringing together the creamy taste of Cadbury Dairy Milk with the delicious, caramelized taste and crunch of Biscoff, Cadbury Dairy Milk Biscoff has the potential to drive incremental confectionery category growth in the travel retail and duty free channel.

Joost Rosmuller, Mondelez WTR Vice President and Managing Director, said, “The bold Cadbury Dairy Milk Biscoff marks an exciting breakthrough innovation for the chocolate category in travel retail. In recent years, Lotus Biscoff has garnered a cult following on social media represented largely by Gen Z, so this partnership offers a strong opportunity to recruit younger travel retail shoppers who are digitally savvy. The popularity of chocolate combined with crunchy biscuits among travelers is undeniable, demonstrated by the Cadbury Oreo tablet being one of the most loved flavors by travelers. We are highly confident that the launch of Cadbury Dairy Milk Biscoff will be a resounding success.”

The Cadbury Biscoff 350g tablet is making its much-anticipated entry into the travel retail market, bringing a proven innovation to travelers worldwide. This product has consistently generated extremely positive consumer feedback, with its exciting texture and eye-catching packaging attracting shoppers and boosting purchase intent and desire.

This collaboration effectively translates strong consumer desire into direct purchase, with increased brand visibility and in-store communication driving footfall. Building on the success of this partnership, Mondelez WTR said it will continue to strengthen its product launch plans with a new Cadbury Biscoff activation in 2026. More details will be shared in due course.

Mondelez WTR’s latest consumer-first innovation leverages the exciting taste and texture of Biscoff with Cadbury, travelers’ favorite chocolate brand, paving the way for significant growth opportunities on travel retail confectionery shelves.