LU Príncipe biscuit

Príncipe de Becelair, popularly known simply as Príncipe, is a historic brand of chocolate-filled sandwich biscuits. Originally created in Belgium in the late 19th century, the brand was named after the Prince of Belgium. It has since become a staple snack in European households, particularly in Spain and France.

The brand has undergone several ownership changes throughout its history. It was part of the LU (Lefèvre-Utile) portfolio, which was later acquired by the French group Danone. In 2007, the biscuits division of Danone was purchased by Kraft Foods. Following the split of Kraft Foods in 2012, the brand became part of Mondelēz International, which continues to own and manage the brand globally. Production occurs in various high-capacity facilities across Europe to meet regional demand.