LOTUS® LOCAL HEROES STRATEGY

The local ‘hero’ products or ‘Lotus® Local Heroes’ form the third pillar of Lotus Bakeries’ strategy. We are present in Belgium, the Netherlands, France and Sweden with a wide range of local ‘hero’ products: biscuits, waffles, cakes and gingerbread. We want to develop these already strong market positions by investing continuously in this wide range. In this way, Lotus Bakeries strengthens its position as market leader in the relevant subsegments.

Our belief in ‘hero’ products is great. It is no coincidence that, when making acquisitions, Lotus Bakeries has always focused on companies with a strong brand, exceptional products and a strong market position in the home market of the company concerned. We are firmly convinced that, by paying attention to these local ‘hero’ brands in their home market, we can make these products even more successful.

The Lotus® cake range comprises a wide range of cake specialties, including the hero concepts Frangipane, Madeleine, Tartélice and Zebra. They are all fabulous quality products to enjoy at home or on the go.

Don’t we all know the deliciously crunchy cookies shaped like different dinosaurs. Lotus® Dinosaurus cookies inspire young and old to explore the world, try new things and let their imagination run wild.

The basic version of the popular Dinosaurus cookies comes in three flavours – milk chocolate, dark chocolate and whole wheat. They are available in a mini-version too. The range also includes Lotus® Dinosaurus filled, a crunchy round cookie with a light filling of Belgian milk or dark chocolate. Since 2021, the round stuffed Dinosaurus cookies are also available in a smaller version and with a vanilla or milk chocolate filling.

In Belgium and France, Lotus Bakeries continues to offer an extensive range of waffles. In Belgium, the waffles are marketed under the brand name Lotus® Suzy, with as its figurehead the young lady of the same name who promotes the waffles from her retro van, winning many hearts in the process. Suzy is the brand name of the divine Liège Waffles, Vanilla Waffles, and since 2020 also Soft Waffles from Lotus®.

In any case, the members of the Lotus® waffle family have one thing in common: they all stand out thanks to their high quality, taste and texture.

As a brand, Peijnenburg stands for simple enjoyment every day.

Peijnenburg gingerbread has been baked at Geldrop in the Netherlands since 1883. Over the years, the bakery grew into a fully-fledged factory. In 1983, one hundred years of craftmanship were crowned with the title ‘Koninklijke’ or Royal. With its unique flavour, traditional baking and preparation process using nutritious ingredients, Peijnenburg is reliable choice.

Peijnenburg Zero is made without added sugars, with specially selected and nutritious rye, making it high in fibre and low in fat. A delicious snack with a special blend of only a few natural ingredients, a unique spice mix and a soft structure.

Snelle Jelle stands for energy, adventure and challenges.

The brand has marketed delicious gingerbread since 2002. This tasty rye gingerbread snack that’s handy to eat on the go is packed full of energy. A spicy gingerbread with a unique twist that inspires young and old to keep going.

The brand houses a range of filling bars, packed with energy, also available in several flavours. There are also bars in handy formats for snacking on the go and a no added sugar version, Snelle Jelle Zero.

The Annas brand dates from 1929, the year in which Anna and Emma Karlsson opened their bakery near Stockholm (Sweden). There they baked the typical Swedish specialty, of Pepparkakor biscuits: thin, crunchy biscuits flavoured with ginger and cinnamon.

In the home markets of Sweden and Finland, Annas is the most beloved Pepparkakor brand, but it is also sold to more than 20 other countries worldwide.

Today there are several traditional taste variations as well as limited editions. Annas also markets special Annas Pepparkakor houses, which are traditionally assembled and decorated by the whole family. Although Annas Pepparkakor cookies are available all year round, in Scandinavia they are especially popular during the Christmas period.