economy
‘I’d smoke Biscoff if I could’: how a little Belgian biscuit became a social media sensation
Biscoff-based recipes are breaking the internet – everything from cheesecakes and milkshakes to prawn dishes and salads. A few traditionalists are even enjoying the biscuits on their own. What’s behind this sweet success story?
TL;DR
- Biscoff biscuits, created in 1932, have become a viral sensation, particularly driven by social media trends.
- Factors contributing to Biscoff's success include nostalgia, accessible indulgence, versatility in recipes (sweets and savory), and collaborations with other brands.
- Social media creators have played a significant role in popularizing Biscoff through recipes like 'Japanese cheesecake,' generating millions of views.
- Lotus, the manufacturer, has seen substantial revenue increases, expanded production globally, and is experimenting with new product lines and even savory applications.
- The brand's rebranding to feature 'Biscoff' directly on the biscuit is a response to social media popularity and aims to resonate with younger consumers.