Products & Markets
Lotus Bakeries has opted for a brand policy based on authentic specialties from the biscuit and cake world: caramelized biscuits, gingerbread, waffles and galettes, cake specialties and pepparkakor biscuits. This policy is implemented by strengthening Lotus Bakeries’ leadership in these products in their regions of origin, and stimulating their internationalization.
CARAMELIZED BISCUITS
Caramelized biscuits are an original Belgian specialty. They owe their typical taste to the caramelization of the sugar during the baking process. In Belgium, Lotus caramelized biscuits are a top product across the biscuit market. Lotus caramelized biscuits are proving increasingly popular internationally, so that today 75% of sales are realized outside Belgium. The main foreign markets are France, the United States, the Netherlands, the United Kingdom and Germany.
Other countries in which Lotus caramelized biscuits are proving a growing success are South Korea, Japan, the Czech Republic, Switzerland, Austria, Israel, Spain and Italy. The other export markets are developing very positively.
Consumers also want to experience the unique Lotus caramelized biscuit taste in other products that are strongly anchored in their consumption patterns. For this reason Lotus caramelized biscuit spread and Lotus caramelized biscuit ice cream have been developed on the basis of Lotus caramelized biscuits, enabling consumers to find again the familiar and unique Lotus caramelized biscuit taste in these products.
Caramelized biscuit spread was launched in Belgium in early 2008 and later in the year in the Netherlands and France.
Caramelized biscuit ice cream was successfully launched in Belgium in 2009.
WAFFLES AND GALETTES
Belgium has long been famed for its waffles. Lotus Bakeries has a very wide range here consisting primarily of Liège waffles, soft waffles, filled waffles, galettes (thin, crispy waffles) and vanilla waffles. By clearly distinguishing its brand features, Lotus Bakeries is able to persuade consumers to opt for quality and specificity when purchasing these products. Lotus waffles are primarily sold in France, Belgium, the United Kingdom, Germany, Spain and the Netherlands.
CAKE SPECIALTIES
This group of authentic products is difficult to bring under a common denominator. In almost every case these are specialties that are very popular in their region and country of origin, and which outstanding quality and strong branding have deeply anchored in consumer behavior and consumption patterns. These products, like frangipane, madeleine, carré confiture and Zebra in Belgium, Glacés and Enkhuizer cookies in the Netherlands and Breton butter specialties are mainstays for the popularity of the Lotus brand.
GINGERBREAD
This authentic product from the Low Countries (modernday Belgium and Holland) has developed very strongly in the Netherlands. Strong brands like Peijnenburg and Wieger Ketellapper have been turned into modern, contemporary concepts that match the consumption patterns of today’s conscious consumers. Gingerbread is very popular in the Netherlands, thanks to the quality of the product
itself and the sense of dynamism inherent in the brands, with over 35 million kg consumed every year.
Koninklijke Peijnenburg has more than 60% of the Dutch gingerbread market. The current dynamism on the Dutch market will obviously be carried forward by the ‘Peijnenburg’ flagship. In Belgium just 5 million kilos a year are consumed. Lotus wants to market these products more strongly, first of all in Belgium. This product will be redynamized, with product development and innovative packaging, under the Lotus brand.
PEPPARKAKOR BISCUITS
Pepparkakor biscuits are a traditional Swedish biscuit. It is a thin and crispy biscuit enriched with cinnamon and ginger spices. The products of Annas Pepparkakor come in different flavours but always based on the same dough and traditional recipe. Annas Pepparkakor is the market leader in pepparkakor biscuits with a spontaneous brand recognition in Sweden of 70%. Annas Pepparkakor introduced the pepparkakor biscuits as a specialty in Sweden, Finland, the United States, Canada and many other countries.
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