So how do you launch a historic French biscuit brand into the UK? While our natural inclination was to extol the benefits of LU's 'Frenchness', Brits reject anything that implies French superiority.

Through SnackFutures, Mondelez made a series of investments in smaller brands, including in US snacks business Hu Master Holdings in 2019, which the Lu biscuits owner fully acquired two years later.