Peters Ice Cream partnered with Belgian brand Lotus Bakeries in September 2026 on a co-branded frozen dessert line in Australia. The rollout covers two initial formats.
Both lines combine the speculoos biscuit brand with frozen dairy to contest freezer space in supermarkets and convenience outlets.
Two Formats for Australian Freezers
The range includes the Biscoff Sandwich and a 425ml tub. In the sandwich, Biscoff-flavoured frozen dessert sits between two whole biscuits. The tub blends a frozen base with biscuit pieces and Biscoff spread.
Dessert makers increasingly turn to co-branding to secure retail distribution quickly. It bypasses years of building flavour equity from scratch. For Peters, Lotus Bakeries brings established recognition from bakery aisles to drive impulse purchases in the freezer.
Rivalry in the Premium Freezer Aisle
This deal pits Peters against Unilever and private-label rivals selling licensed snack flavours in Australian grocery aisles. Freezer space is tight. Supermarket buyers regularly drop slow-moving stock keeping units to make room for high-turnover co-branded products.
Lotus Bakeries expands its Asia-Pacific freezer reach via local manufacturing deals. Brand licensing lets the Belgian baker step outside ambient biscuit aisles. It avoids building regional cold-chain plants.
Prior Brand Crossovers
Earlier crossover projects paired Peters’ Maxibon label with heritage confectionery and ice cream flavours to gauge demand before full production runs. The Lotus partnership expands that strategy into year-round tub and sandwich sales rather than seasonal novelty releases.
Supermarket buyers are tracking early sell-through rates on the 425ml tub format as grocers finalise upcoming summer freezer planograms.
