Mondelēz International is bringing its fast-growing Biscoff partnership to the U.S. for the first time with the launch of Toblerone truffles.
The truffles not only mark the first time Mondelēz has incorporated the popular cookie owned by Lotus Bakeries into a product in one of its largest markets, but it also provides the snack maker with an opportunity to bring the fast-growing Toblerone brand into the world’s largest premium chocolate market.
The product will be available exclusively at Costco stores in the U.S. Currently, about 25% of Toblerone’s sales come from travel locations, where it is the best-selling chocolate brand, according to Mondelēz.
“We see a huge opportunity” for Biscoff and Toblerone in the U.S, Iain Livingston, president of Toblerone and world travel retail at Mondelēz, said in an interview. “Both brands are performing well here.”
The Biscoff platform was launched by Mondelēz in 2024 after it partnered with Lotus to develop chocolate products that combine the popular cookie with Mondelēz’s chocolates. The companies have already launched Cadbury and Milka chocolate bars with small Biscoff pieces in Europe and the U.K.
Biscoff products have also been rolled out by Mondelēz in Australia and Canada, among other countries.
The line has quickly become a success for Mondelēz that “surpassed even our expectations,” Livingston observed. The Biscoff platform is generating more than $300 million in annual revenue, and Mondelēz executives have expressed optimism they could eventually reach $1 billion.
The Chicago-based company is growing its Biscoff business by increasing repeat purchases in existing markets and exploring the possibility of new innovations through Mondelēz’s existing brands like Oreo or Cadbury eggs. It's also entering additional markets.
Along with Toblerone truffles in the U.S., Mondelēz is planning to add Biscoff bits to its Lacta chocolate brand in Brazil at the beginning of next year.
Livingston said its Biscoff products have performed well in markets where they have launched, with repeat purchase rates between 30% and 40%, providing optimism about Toblerone in the U.S.
Toblerone truffles with Biscoff is already being sold in the U.K. and other markets. Livingston said U.S. retailers have expressed an interest in joining Costco in selling the product.
“We've had a lot of requests in the last week from many customers in the U.S. on what does it take to get it, and we're talking to them,” Livingston said. “There's huge demand in the U.S. already.”
Mondelēz, which has seen strong sales growth from Toblerone, last year announced plans to invest about $79 million (or roughly 65 million Swiss Francs) in the brand's manufacturing facility in Bern, Switzerland. Toblerone was founded in Switzerland in 1908, and Bern is where around 90% of the product is currently manufactured.
Mondelēz wants to become the No. 1 player in chocolate by 2030. Its 118-year-old triangular-shaped Toblerone, coupled with its Biscoff partnership, is playing a key role in helping the company achieve this goal.
