Company Strategy

Lotus Bakeries operates in the field of authentic specialty biscuits and cakes.
Lotus Bakeries wants to strengthen its leadership in each of its specialty areas and is stimulating the internationalization of these products. The strong brand positions of the Lotus, Peijnenburg and Anna’s labels confirm this leadership.

Lotus is the brand for caramelized biscuits (speculoos), caramelized biscuit spread, cakes, waffles & galettes and gingerbread in the various markets, except for two brands:
 

• Peijnenburg is the brand in the Netherlands for gingerbread and other specialties that fit the brand image ‘Van huis uit meegekregen!’ [‘Since we were kids!’].
• Anna’s is the brand for pepparkakor specialties.
   

Leadership is based on a clear brand policy that is recognizable to consumers and gives confidence in the products. Leadership is reinforced by the Lotus Bakeries ‘beliefs’ that lead to a number of strategic choices:
 

• That the Lotus Bakeries specialties have growth potential. Lotus has increased its market share even in those areas where the specialties are traditional products in mature markets. For example, by focusing on strong products such as frangipane and madeleine in Belgium.
• That continuing to invest in commercial efforts and growing Lotus’ market share require adequate resources to be made available.
• That Lotus Bakeries needs to choose which products to invest in to realize its growth potential. Product innovation is directed partly at ‘format innovation’ such as mini-Liège waffles.
• That Lotus Bakeries should continue to invest in the most efficient possible production units. This is in order to continue to produce the best quality products at the most competitive cost price.
• That the strategy must fit into a long-term vision. This is why Corporate Social Responsibility is of crucial importance for Lotus Bakeries. The following themes form the basis of Lotus Bakeries’ CSR policy:
  - Food & Health:
  Lotus Bakeries products meet the guidelines of current European food legislation. At the same time, Lotus Bakeries strives for a unique taste experience with specific attention to the health aspect.
  - Use of raw materials:
  Lotus Bakeries will contribute to the use of sustainable raw materials out of a concern for today’s and tomorrow’s generations.
  - Society:
  Lotus Bakeries takes its social responsibility seriously and wants to play an active role in society.
  - Employees:
  Lotus Bakeries wants to be an employer that offers its employees a challenging career within its TOP (Team spirit, Open dialogue and Passion) culture. In so doing, Lotus Bakeries is keen to invest in the development and well-being of its employees.