Belgium-based biscuit and snacks producer, Lotus Bakeries is set to open a production facility in Thailand as part of its Asia expansion plan.
The manufacturer of Biscoff, Trek and Bear brands has reached an agreement in principle with a developer for the purchase of a piece of industrial land in Chonburi province. Lotus Bakeries hopes to have a facility to produce Biscoff biscuits operational by 2026.
Lotus Bakeries in a statement said, “The rationale for a 3rd Biscoff plant in Asia is straightforward. The new plant will provide the necessary additional capacity for the group, bring fresher cookies to the consumer, will be able to respond faster and better to local opportunities, and will save transport costs and further reduce the ecological footprint of the company.”
Lotus Bakeries, which already has Biscoff plants in Europe and the US, confirmed that the Asia Pacific region has become increasingly important for Lotus Biscoff over the past few years. The company already has sales offices in China and South Korea, while an office in Hong Kong manages the other countries in the region in partnership with distributors. Sales in this region has grown double-digit and 7 out of 25 top markets for Biscoff are already in Asia namely China, South Korea, Australia, Japan, Malaysia, Indonesia and Singapore.
Despite the success, brand awareness of Biscoff is still low in this region as such its growth potential is huge. Thailand is selected for the new facility due to its central location in the region, apart from it having one of the strongest food sector compared to other countries.
Lotus Bakeries ambition is to grow Biscoff into the 3rd largest cookie brand in the world.
