LU Bastogne Cinnamon biscuits

LU Bastogne is an iconic cinnamon-flavored biscuit characterized by its unique 'rocky' texture and crunchy consistency. The biscuit was originally created in 1952 by the Belgian baker Paul Parein. The name 'Bastogne' is a tribute to the Belgian town in the Ardennes, known for its rugged landscape which the biscuit’s uneven surface was intended to mimic.

The LU brand itself (Lefèvre-Utile) has a long heritage dating back to 1846 in Nantes, France, where it was founded by Jean-Romain Lefèvre and Pauline-Isabelle Utile. Over the decades, the company evolved from a local patisserie into a global leader in the biscuit industry.

Today, LU is owned by the American multinational snacking giant Mondelēz International. The brand has passed through several corporate hands, including Groupe Danone and Kraft Foods, before becoming a core part of the Mondelēz portfolio after the company's corporate split in 2012. Production of LU biscuits occurs across several European facilities, notably in Belgium (Herentals) and France, to serve its vast international market.