“And if that is a success in Europe, we will obviously want to extend that around the world into our other chocolate brands.”

In context

“t go global? Are there reasons that it's got any geographic limitations? Dirk Van de Put: Yes. So there's three main components to the partnership. The first one is that we're going to co-brand chocolate products with BISCOFF. And BISCOFF is not yet a very big brand in North America, but it's quite a big brand in Europe. It's one of the biggest biscuits brands, and it has a quite unique taste and also quite unique consumption moment. And the combination of a chocolate bar with BISCOFF filling or with pieces of BISCOFF in there is quite delicious. So that's the first one. To give you an idea, we already have a similar line which uses Oreo as the filling and we are talking about several hundred millions of sales in Europe for that line. So we have the same expectations for the BISCOFF line. And if that is a success in Europe, we will obviously want to extend that around the world into our other chocolate brands. And the first launch of this product will be in early 2025. And that will help us with excitement, building excitement around the chocolate market. Then secondly, BISCOFF is looking for global distribution, and there's certain countries where that is not easy to get. So we will manufacture, distribute and sell BISCOFF in India as a first country. It's going to start in the second half of 2025. It's very interesting for us because at the moment our biscuit business in India is really built around Oreo and this is going to give us a second big brand, very different from Oreo, very different audience, very different consumption moment, largely with coffee or tea in India. And so we think it's going to be an ideal complement to keep on building a strong biscuits business in India. And that cl”