LU

Name

LU

Legal name

Mondelez International group

Website

https://lu.be

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Biscuit and Cookie Manufacturing (Consumer Packaged Foods)

NAICS

Cookie and Cracker Manufacturing (311821), Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Biscuit manufacturing
• Cookie products
• Consumer packaged goods
• Sweet and savory biscuits
• Snack foods

Headquarters

HQ city

Herentals

HQ country

Belgium

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Biscuit and cookie product sales: LU generates revenue through the sale of its biscuit and cookie products via retail distribution channels in Belgium. The company offers a range of over 150 products including popular brands like LU Petit Beurre, LU Chacha, LU Grany, and LU PiM's.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

LU manufactures and sells a portfolio of more than 150 biscuit and cookie products to Belgian consumers under its own brand and sub-brands such as Prince and Harmony. The range spans crispy petit beurre biscuits, soft cakes and waffles, savory crackers for aperitifs, and wafer products, sold through retail distribution in Belgium and supported by a direct-to-consumer website.

Product overview

LU is a historic biscuit company established in 1846, offering over 150 cookie and biscuit products. The portfolio includes multiple product lines under the LU umbrella such as LULU, LU Grany, LU Mini Crackers, LU Cent, LU PiM's, LU Véritable Petit Beurre, LU Zachte Cake & Wafels, and LU Chacha. Additionally, LU manages sub-brands including Prince and Harmony. The products range from crispy to soft textures, savory to sweet options, covering various moments throughout the day. LU also supports associations by offering cookie packages for fundraising purposes.

Differentiator

Problem solved

Functional benefit

Brands

• Prince: Brand mentioned in navigation menu alongside LU.
• Harmony
• LULU
• LU Grany
• LU Mini Crackers
• LU Cent
• LU PiM's
• LU Véritage Petit Beurre
• LU Zachte Cake & Wafels
• LU Chacha

Products and services

• LULU A biscuit product under the LU brand featuring a teddy bear (Lulu) character design, targeted at children and family consumption in Belgium.
• LU Grany A grain-based biscuit product line under the LU brand sold in Belgium for everyday snacking.
• LU Mini Crackers Small-sized savory crackers under the LU brand designed for snacking and aperitif occasions in Belgium.
• LU Cent A wafer biscuit under the LU brand, continuing the legacy of the original 1923 '1 wafertje voor 1 Cent' product, sold to Belgian consumers.
• LU PiM's A biscuit product line under the LU PiM's brand sold in Belgium.
• LU Véritable Petit Beurre The authentic Petit Beurre biscuit under the LU brand, a classic Belgian product from LU's early days, available to Belgian consumers.
• LU Zachte Cake & Wafels Soft cakes and waffles product line under the LU brand offering softer-texture biscuit options to Belgian consumers.
• LU Chacha A biscuit product under the LU Chacha brand, named after the Cha-Cha dance and introduced in 1958, sold to Belgian consumers.
• Prince A biscuit sub-brand under the LU umbrella offering a range of biscuit products to Belgian consumers.
• Harmony A biscuit sub-brand inspired by the city of Bastogne, launched in 1952, sold under the LU umbrella in Belgium.
• Association Fundraising Cookie Packages Special cookie packages sold by LU to Belgian associations and community groups for use in fundraising activities. Packages contain exclusive bags with a minimum order of 192 units.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Mondelez InternationalcoreOthersLU is a brand owned by Mondelez International group. The company is part of the larger Mondelez portfolio which includes other well-known snack brands. The website footer states '© 2025 Mondelez International group - Alle rechten voorbehouden' (All rights reserved).

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bahlsen: German biscuit and wafer manufacturer (Pick-up, Leibniz, Choco Crossiant). Comparable to LU as a European heritage biscuit brand with broad sweet and savory product lines sold via mass retail across Europe.
• Burton's Biscuit Company: UK-based biscuit maker (Jammie Dodgers, Maryland Cookies, Wagon Wheels). Direct peer in the European branded biscuits category with mass-market retail distribution and a multi-brand portfolio analogous to LU.
• Lotus Bakeries: Belgian-headquartered biscuit and cookie manufacturer, best known for Lotus Biscoff caramelized biscuits. Directly comparable to LU as a Belgian heritage biscuit brand with overlapping product categories (cookies, crackers) and shared home-market distribution.
• Walkers Shortbread: Scottish heritage shortbread and biscuit brand. Comparable to LU as a multi-generation heritage biscuit brand with broad European and international distribution and a focus on traditional, premium-positioned baked goods.
• Pladis (United Biscuits portfolio): Owner of McVitie's, Jacob's, and other heritage biscuit brands. Directly comparable to LU as a multi-brand European biscuit platform with overlapping categories in cookies, crackers, and sweet biscuits.

Broad incumbents

• Parle Products: India's largest biscuit manufacturer (Parle-G, Monaco, Hide & Seek). Comparable as a mass-market, multi-brand biscuit maker with broad SKU coverage and heritage consumer brand equity.
• Ferrero: Italian multinational confectionery and biscuit maker (Nutella, Kinder, Ferrero Rocher). Comparable to LU as a European heritage sweets/snacks brand owner with broad retail presence and strong brand equity.
• Mondelez International: LU's parent company and a global snacks conglomerate (Oreo, Cadbury, Belin, Toblerone). Comparable as the broader incumbent that owns and competes with LU's brand portfolio across Europe.
• Pepperidge Farm: US premium cookie and cracker brand owned by Campbell's. Comparable as a heritage, multi-SKU cookie/cracker brand positioned across sweet and savory occasions within a larger parent's portfolio.
• Nestlé: Global food conglomerate with biscuit exposure (e.g., across Europe and emerging markets). Comparable as a broad incumbent in packaged foods with overlapping biscuit and confectionery categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCt9WPEf7Fj-Q8heascJU5_A
• Facebookfacebook.com/LU
• Instagraminstagram.com/lu_belgium_

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LU