Prince de LU biscuits

Prince is a globally recognized brand of cream-filled sandwich biscuits, famously associated with its distinctive 'Prince' character. The product was originally created in Antwerp, Belgium, at a bakery named Edward De Beukelaer in the late 19th century. Legend has it that the biscuits were named in honor of the Belgian Prince Leopold II, though they have since become a staple childhood snack across many European and North African markets.

Over the decades, the brand has undergone several changes in ownership as the food industry consolidated. After being part of the LU (Lefèvre-Utile) portfolio for many years, it became a flagship product under Danone's biscuit division. In 2007, the global snacking giant Mondelez International (formerly Kraft Foods) acquired the biscuits division of Danone, bringing Prince into its expansive portfolio of international brands. Today, the brand remains a market leader in the sweet biscuit category, known for its chocolate and vanilla cream varieties.