{"id":117986,"date":"2025-05-05T15:01:47","date_gmt":"2025-05-05T13:01:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117986"},"modified":"2025-05-05T15:01:50","modified_gmt":"2025-05-05T13:01:50","slug":"le-partenariat-entre-mondelez-et-lotus-bakeries-debouche-sur-les-premiers-lancements","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-partenariat-entre-mondelez-et-lotus-bakeries-debouche-sur-les-premiers-lancements\/","title":{"rendered":"Le partenariat entre Mondelez et Lotus Bakeries d\u00e9bouche sur les premiers lancements"},"content":{"rendered":"\n

Moins d’un an apr\u00e8s l’annonce d’un partenariat entre Mondelez <\/strong>et Lotus Bakeries<\/strong>, les premiers produits \u00ab co-brand\u00e9s \u00bb apparaissent dans les rayons belges de Delhaize<\/strong> et de Carrefour<\/strong>.<\/p>\n\n\n\n

Premi\u00e8re \u00e9tape<\/h2>\n\n\n\n

En juin de l’ann\u00e9e derni\u00e8re, les deux concurrents ont annonc\u00e9 un accord strat\u00e9gique<\/a> remarquable en deux parties : en Inde, Mondelez produira et commercialisera les biscuits Biscoff de Lotus ; en Europe, les deux partenaires commercialiseront conjointement des produits chocolat\u00e9s de marques telles que C\u00f4te d’Or, Cadbury et Milka. R\u00e9cemment, les deux entreprises ont annonc\u00e9 qu’elles \u00e9tendaient leur partenariat \u00e0 la cat\u00e9gorie des cr\u00e8mes glac\u00e9es<\/a>.<\/p>\n\n\n\n

Les choses \u00e9voluent rapidement : les premiers produits co-brand\u00e9s de Cadbury et Biscoff sont d\u00e9j\u00e0 dans les magasins au Royaume-Uni. Aujourd’hui, certaines innovations font \u00e9galement leur apparition dans les rayons des supermarch\u00e9s belges : les tablettes de chocolat blanc et au lait de C\u00f4te d’Or contenant des morceaux de Biscoff seront disponibles chez Delhaize \u00e0 partir de la semaine prochaine, tandis que Carrefour aura la primeur des produits Milka contenant du Biscoff, qui seront bient\u00f4t lanc\u00e9s dans 18 pays europ\u00e9ens. Il ne s’agit l\u00e0 que d’une premi\u00e8re \u00e9tape : d’autres innovations et d’autres march\u00e9s suivront plus tard – mais pas aux \u00c9tats-Unis pour l’instant : Mondelez n’y poss\u00e8de pas de marque de chocolat.<\/p>\n\n\n\n

Gagnant-gagnant<\/h2>\n\n\n\n

Les lieutenants Dirk Van de Put de Mondelez et Jan Boone de Lotus Bakeries ont pr\u00e9sent\u00e9 les nouveaux produits C\u00f4te d’Or lors d’une conf\u00e9rence de presse lundi matin. Les deux Flamands ne cachent pas que leur relation mutuelle est bonne, mais ils soulignent \u00e9galement que l’accord est ind\u00e9pendant de leur personnalit\u00e9. Les deux entreprises font preuve d’une grande ambition : Mondelez veut devenir la plus grande entreprise de snacks au monde – la multinationale est au coude \u00e0 coude avec PepsiCo<\/strong> – et Biscoff doit devenir la troisi\u00e8me marque de biscuits au monde, apr\u00e8s Oreo et Chips Ahoy (toutes deux de Mondelez).<\/p>\n\n\n\n

\u00ab Nous sommes concurrents dans le domaine des biscuits, mais nous voyons que tout le monde y gagne : la combinaison de notre chocolat et de Biscoff donne des produits uniques \u00bb, explique M. Van de Put. La fid\u00e9lit\u00e9 \u00e0 la marque est particuli\u00e8rement \u00e9lev\u00e9e dans le domaine du chocolat : les gens continuent \u00e0 manger le chocolat avec lequel ils ont grandi – en Belgique, il s’agit de C\u00f4te d’Or, le \u00ab go\u00fbt de la nation \u00bb. Il y a donc une bonne ad\u00e9quation entre les deux ic\u00f4nes belges.<\/p>\n\n\n\n

Un march\u00e9 en pleine croissance<\/h2>\n\n\n\n

Le march\u00e9 du snacking continue de cro\u00eetre fortement. 91 % de la population mondiale grignote, dont 61 % deux fois par jour. Les gens continuent \u00e0 le faire m\u00eame lorsque le prix augmente ou que l’emballage diminue. Si les fortes hausses de prix du chocolat ont entra\u00een\u00e9 une baisse de 2 \u00e0 3 % du volume global l’ann\u00e9e derni\u00e8re, ce n’est que temporaire, estime Van de Put. \u00ab Cette ann\u00e9e, la baisse pourrait \u00eatre de 5 \u00e0 6 %, mais la situation s’am\u00e9liorera par la suite : la r\u00e9colte de cacao sera sup\u00e9rieure d’environ 10 % cette ann\u00e9e. La passion pour le chocolat est telle que les volumes reviendront. Il y a peu de concurrence de la part des marques priv\u00e9es, l’\u00e9lasticit\u00e9 des prix est faible, il y a peu d’alternatives : les consommateurs ne peuvent pas se passer de chocolat \u00bb.<\/p>\n\n\n\n

Il souligne que Mondelez veut assumer la responsabilit\u00e9 d’un approvisionnement responsable en cacao, avec son programme Cocoa Life. Aujourd’hui, la majeure partie du cacao provient de petites plantations en C\u00f4te d’Ivoire et au Ghana ; l’avenir r\u00e9side dans des plantations de cacao \u00e0 plus grande \u00e9chelle dans d’autres pays. Et peut-\u00eatre aussi du cacao cultiv\u00e9 en laboratoire, \u00ab mais il faudra attendre de voir comment les consommateurs r\u00e9agiront \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"

Moins d’un an apr\u00e8s l’annonce d’un partenariat entre Mondelez et Lotus Bakeries, les premiers produits \u00ab co-brand\u00e9s \u00bb apparaissent dans les rayons belges de Delhaize et de Carrefour.<\/p>\n","protected":false},"author":3,"featured_media":117983,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[1687,1686],"extra":[43],"company":[640,251],"topic":[488],"region":[],"class_list":["post-117986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-dirk-van-de-put","people-jan-boone","extra-plus","company-lotus-bakeries","company-mondelez","topic-marketing"],"acf":[],"yoast_head":"\nLe partenariat entre Mondelez et Lotus Bakeries d\u00e9bouche sur les premiers lancements - RetailDetail BE<\/title>\n<meta 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