Lionel Messi has his own biscuit now, and he rang in his 39th birthday with a box of his new ‘Havanna x Leo biscuits in front of him.
The Argentina captain turned 39 on Wednesday, in the middle of a World Cup on home-from-home soil in North America. Photos from the celebration showed Messi alongside national-team teammates, the gold Havanna x Leo packs sitting on the table.
It capped a strong start to his tournament. Messi has already scored five times, become the all-time leading scorer in World Cup history, and helped the holders into the knockout rounds with a game to spare.
What the Havanna x Leo biscuits are
The biscuits are alfajores — the soft, dulce de leche-filled sandwich treats. Havanna, founded in 1947, is the country’s best-known maker, and the special edition carries Messi’s personal branding.
The tie-up plays on a real Messi habit. In 2023, he posted a photo of his breakfast at Argentina’s training base — a coffee and a Havanna alfajor — and it went viral. The campaign also leans on a childhood story, with a coach once promising him an alfajor for every goal he scored.
Havanna framed the launch as a meeting of two Argentine institutions.
The company said: “There are people who represent much more than the place where they were born. They represent a way of feeling, of dreaming, of never giving up, of inspiring us all.
“Leo Messi is one of them. Today, the path of that boy who played with his heart long before the cups and before his name traveled the world joins that of another Argentine classic, one that has accompanied generations for 78 years.
With excitement and immense pride, we celebrate this journey that has just begun. The Havanna x LEO special edition is here.”
Each gold pack contains 10 mini chocolate alfajores with collectible wrappers based on milestones from Messi’s career. For a limited time only.
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Where to buy the Havanna x Leo biscuits
In Argentina, the packs are rolling out across Havanna’s stores. Everywhere else, a handful of specialist retailers ship internationally.
US shoppers can find them through The Argentino and Pampa Direct, both of which list the Havanna x Leo packs online. Pampa Direct also ships to Canada.
In the UK and Ireland, the specific Leo edition is harder to pin down on the shelf, but those international shippers deliver to both. Casa Argentina, the official Havanna partner in the UK, also sells them.
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