From Airline Snack to Social Media Sensation: The Rise of Biscoff
Around fifteen years ago, Ashley Markle was introduced to a secret world of culinary treasures during a stay at her aunt's house. One morning, her aunt served coffee with a small, plastic-wrapped biscuit on the side. "I'd never seen them before," Markle recalls. Upon tasting it, she was struck by its unique warmth and flavour, prompting her to ask, "What is this?" Her aunt had discovered Biscoff biscuits as an airline snack and loved them so much that she contacted the Belgian manufacturer, Lotus, to ship a box to her home in the United States. At that time, Markle believes her aunt was likely the only person in the U.S. with a personal stash of these biscuits. However, the world has changed dramatically since then. Last year, Biscoff emerged as the fastest-growing biscuit brand in the U.S., marking a remarkable transformation from niche treat to mainstream obsession.
The Evolution of a Viral Trend
Created in 1932, the spiced caramel biscuit has been dubbed a "gen Z obsession" by the Times. This spring, Biscoff-branded treats and rival "caramelised biscuit" products have proliferated, appearing in everything from Easter eggs to hot cross buns. The brand has experienced periodic peaks over the past decade. In 2014, its spreadable version was famously described as "crack in a jar." By 2016, Biscoff was incorporated into the freakshake trend. The Covid-19 lockdowns in 2021 fuelled a home-baking boom, propelling the brand across social media platforms. Chef Jon Watts demonstrated three Biscoff recipes in under seven minutes on the daytime TV show This Morning, though he humorously notes, "That was my worst ever TV appearance." In January of this year, Biscoff surged again on TikTok and Instagram, driven by a viral "Japanese cheesecake" trend, where creators submerged biscuits in yoghurt overnight.
Markle, a social media creator who posts daily snack recipes, finds that her Biscoff content consistently performs well. Her videos, featuring creations like french toast sticks and milshakes, often go viral; her January cheesecake attempt garnered over 4 million views on TikTok, while her two-ingredient Biscoff cookies from last summer reached 5.6 million views. "I think it's kind of like a cult following at this point," she observes. Similarly, a teacher named Raj developed a taste for Biscoff around 2014 after raiding a colleague's stash. He ended up with a massive stockpile after an online ordering mishap and now jokes, "I'd smoke Biscoff if I could."
Analyzing the Success Factors
What drives a viral food trend? Manufacturers are eager to understand. Lisa Harris, co-founder of the food and drink consultancy Harris and Hayes, explains that Biscoff is not a single trend but an "expression of various converging trends." Key elements include nostalgia, as Biscoff is a modern take on the traditional Belgian speculoos, spiced biscuits dating back to the Middle Ages. For consumers in the UK and U.S., the nostalgic appeal stems from its association with fancy biscuits served with coffee on flights in the 1980s or at hairdressers in the 1990s. "It's quite an old-fashioned flavour," Harris notes. "I associate it with being on the side of a cup of tea. It's got nostalgic relevance." Another trend is "accessible indulgence," offering a simple, affordable treat amid cost-of-living pressures.
Biscoff's versatility is also crucial, as it can be used in drinks, ice-cream, desserts, and hot chocolate. Harris highlights its partnerships with other brands as an example of modern "collab culture." Distinctive flavours like Marmite, Nutella, Guinness, and Biscoff often develop a life of their own among consumers. "Fans run with it and feel as if they have ownership over the product as much as the brand itself does," she says. This dynamic plays out on social media, where fans, rather than brands, often drive trends. "Because of the democratisation of content creation, it will be fans that create these trends, more so than the brands – although I'm sure the brand managers are absolutely rubbing their hands with glee." Harris concludes that Biscoff's success is "a confluence of those larger trends. The active ingredient, the kind of spark, is really that it's a social media first recipe."
Brand Strategy and Market Impact
Niamh Leonard-Bedwell, fast-moving consumer goods editor at the Grocer, has tracked Biscoff's ascent. She notes that while Lotus hasn't been overly active in driving social media trends, they are responsive, sharing customer and influencer videos on their channels. The company is also updating its branding by replacing the Lotus embossing on biscuits with the word Biscoff to resonate more with younger shoppers. The Japanese cheesecake trend significantly boosted sales, with volume up 30% in the week to 17 January compared to the previous year. In its 2025 annual results, Lotus reported a 10% revenue increase, with over half coming from the Biscoff brand. The company has expanded globally, opening factories in the U.S. in 2019 and Thailand more recently to tap into the Asia-Pacific market.
Still owned by the founding Boone family, Lotus is now led by the founder's grandson, Jan Boone, one of only five people who know Biscoff's secret recipe. He has expressed ambitions to "conquer the world." The brand has even ventured into savoury recipes, such as prawns in Biscoff sauce and a warm goat's cheese and Biscoff salad, though chef Jon Watts remains sceptical about this direction. Watts, who embraced Biscoff during the pandemic, appreciates its "very distinct, caramelly flavour" and includes a Biscoff cheesecake recipe in his latest cookbook.
Future Prospects and Challenges
Kiti Soininen, category director for food and drink research at Mintel, attributes part of Biscoff's success to its "universally likable flavour," contrasting it with more divisive trends like matcha. Collaborations with familiar brands, such as Mondelēz (owner of Cadbury), have helped maintain visibility through products like chocolate bars and Easter eggs. However, the brand faces challenges from wellness trends and growing concerns about ultra-processed foods (UPFs). Biscoff biscuits contain palm oil and emulsifiers, but Soininen points out that most consumers adopt a moderation mindset. "There's a very small percentage of people who are trying to eat healthily absolutely all the time," she says. The Japanese cheesecake trend benefited from the health perception of yoghurt combined with indulgence.
Biscoff's traditional feel may protect it from negative UPF associations, as there's often a disconnect between technical classifications and consumer intuition. Leonard-Bedwell observes that retailers are creating their own Biscoff-inspired products, such as porridge, tea, popcorn, and breakfast cereal, indicating sustained demand. Markle, who plans more Biscoff recipes, confidently states, "I don't see anybody deciding that they don't like Biscoff any more." As the brand continues to evolve, its blend of nostalgia, versatility, and social media savvy suggests it will remain a fixture in the culinary landscape for years to come.
