Crumbly Delights: Top Biscuit Brands to Savor

Biscuits have long been a beloved snack and comfort food for people around the world. While countless brands offer a variety of flavors and textures, some have distinguished themselves with their quality and popularity. From the buttery elegance of European varieties to the hearty crunch of American staples, each brand brings its unique charm to the table. If you're eager to discover which brands stand out as the best in the biscuit world, read on for our curated selection below.

Illustration of biscuits

Best brands of biscuits in 2025

McVitie's

McVitie's, a brand with over 180 years of heritage, remains the market leader for biscuits in the UK, with a strong presence in more than 75% of consumers' homes. The brand has witnessed significant growth, including a 4.5% increase in penetration and a 0.2 percentage point boost in market share following its successful 'It's Time for a Biscuit Break, Britain' campaign, which also doubled sales growth from 11% to 22%. McVitie's is dedicated to innovating and maintaining high-quality standards, as demonstrated by its recent master brand strategy and the 'True Originals' brand platform. The brand's products, such as Chocolate Digestives, Jaffa Cakes, and Rich Teas, dominate the bestsellers' list of biscuits in the UK. McVitie's continues to invest in its brand to remain top-of-mind with consumers.

Walkers

Walker's Shortbread, a 125-year-old family-owned business, has established itself as one of the best producers of biscuits, achieving a 12% sales growth in 2023, reaching £184 million in sales, with a significant uplift of 11.4% in the UK and 11.9% in overseas markets. The company's new brand identity and strong performance during the festive season contributed to this growth, along with increased presence in Global Travel Retail. Walker's exports its luxury bakery products to nearly 100 countries worldwide, with UK sales rising by 23% to £77 million and export revenues growing by almost 10% to £87.6 million in the year ended December 31, 2022. The company's operating profits increased by £7.1 million to £13.1 million, reflecting improved efficiencies and strategic planning. Despite challenges, Walker's has maintained its commitment to quality and innovation. For more insights, visit their official growth announcement.

Lotus Biscoff

Lotus Biscoff, a brand under Lotus Bakeries, has cemented its position as one of the top biscuit producers globally, achieving record sales of EUR1.063 billion in 2023, a 21% increase from the previous year. The brand accounts for 54% of the company's sales and has experienced a 16% compound annual growth since 2013. With a strong presence in over 70 countries, Lotus Biscoff is known for its speculoos cookies, sandwich cookies, ice cream, spreads, and chocolates. The brand's volume growth exceeded 20% in the first half of 2024, driven by increased production capacity and a robust growth strategy. Lotus Biscoff aims to enter the top three of the world's biggest biscuit brands through continued international expansion and strategic partnerships. For more information, visit the Lotus Bakeries official website.

Nabisco

Nabisco, a subsidiary of Mondelez International, stands as a leading manufacturer of biscuits and snacks, boasting a significant market share, particularly with an impressive 44% share in the cookie-cracker industry since the early 1990s. The company proudly operates the largest bakery in the world—a sprawling 1,800,000-square-foot plant in Chicago, employing over 1,200 workers and producing an astounding 320 million pounds of snack foods annually. Nabisco's illustrious portfolio includes iconic brands such as Oreo, Ritz, Chips Ahoy!, and Teddy Grahams, achieving notable milestones like the introduction of microwaveable cookies and low-cholesterol crackers. In the 52 weeks ending August 7, 2022, Nabisco's sales surged to $3.5 billion, marking a 3.4% increase from the previous year. The company's innovative approach and robust brand recognition have been pivotal in its enduring success.

Pepperidge Farm

Pepperidge Farm is a leading producer in the biscuit and cookie market, known for its strategic market positioning and innovative product lines. Following the exit of Hostess, Pepperidge Farm successfully captured more than double the expected market share, highlighting its competitive strength. The company's introduction of new products, such as the Dessert Shop soft cookies, has contributed to a significant turnaround in its sweet portfolio. In 2023, the company's cookie sales, including brands like Milano, exceeded $187.4 million, with a goal to increase total sales by at least 12% in the subsequent year. Pepperidge Farm's marketing strategies, including the launch of TimTam cookies, aim to attract a younger demographic and maintain growth in the competitive cookie category.

LU Biscuits

LU Biscuits, under the brand Lefevre Utile, is a dominant force in the French biscuit market, with 17 out of the top 50 sweet biscuits in France being LU products, and four of them ranking in the Top 10. In 2023, an estimated three million people consumed LU Mikado, highlighting the brand's widespread popularity. The brand's flagship product, LU Petit Ecolier, though well-known, had fewer consumers compared to other LU biscuits like Veritable Petit Beurre. LU biscuits are favored by over 4.6 million consumers who prefer any LU cookie, demonstrating the brand's strong recognition and loyalty. The France cookies market, where LU is a leading brand, was valued at EUR 2.93 billion in 2023 and is expected to grow at a CAGR of more than 3% from 2023 to 2028. For more detailed information, please check leading LU sweet biscuits in France.

Britannia

Britannia Industries is one of the leading producers of biscuits, with approximately 80% of its annual revenue coming from biscuit products as of 2023. The company holds a significant market share of about 31% in the organized biscuits market in India, surpassing other major players like Parle and ITC. Britannia's factories have an annual production capacity of 433,000 tonnes, and its popular biscuit brands include MarieGold, Tiger, Nutrichoice, and Good Day. The company's mass market brand, Tiger, alone generated $150.75 million in sales in 2006, including exports to the U.S. and Australia. Founded in 1892, Britannia is part of the Wadia Group and is one of India's oldest existing companies.

Parle

Parle-G, a flagship brand of Parle Products, stands as one of the best biscuit producers globally, holding approximately 70% of the market share in the glucose biscuit category in India. It sells an estimated 1 billion packets per month, making it the world's largest-selling biscuit brand, particularly notable in 2020 when it achieved this milestone. The brand's success is attributed to its affordability, with biscuits priced at just Rs5 per packet, and its vast distribution network. Parle Products crossed the Rs10,000 crore revenue mark in 2020, driven largely by Parle-G sales, and the brand continues to grow, especially in rural areas which account for 55-60% of its sales. For more insights into their strategies, you can explore their marketing strategy of Parle-G.

Leibniz

Leibniz, a renowned brand under the Mondelez International umbrella, is a leading producer of biscuits, known for its high-quality and diverse product range. The global biscuits market, in which Leibniz operates, was valued at USD 114,247.60 million in 2021 and is projected to reach USD 184,977.63 million by 2030, growing at a CAGR of 5.50% during the forecast period. Leibniz biscuits are popular for their unique flavors and innovative packaging, contributing to the market's growth driven by consumer demand for nutritious and convenient snacks. In the European market, which holds the largest share, Leibniz biscuits are a staple, with the brand benefiting from the region's strong consumer base. The brand's success is also attributed to its presence in various distribution channels, including supermarkets and convenience stores, which are expected to grow at a CAGR of 4.95% during the forecast period.

Oreos

Oreos, a flagship brand of Mondelez, stands as a leading producer in the biscuits market, holding over 10% market share in the US and China, with no other country achieving this level of market dominance. Mondelez is the No. 1 global player in the biscuits category, with a 17% market share, and Oreos are a significant contributor to this success. The brand's penetration is high in the US, but there is still room for growth by increasing the frequency of consumption. Mondelez continues to invest in media and creative excellence to drive distribution and growth for Oreos. The brand's success is part of Mondelez's broader strategy, which has seen chocolate, biscuits, and baked snacks deliver strong volume, net revenue, and profit over the last four years.