The sweet rise of a Belgian coffee biscuit to global TikTok obsession
‘Not just a hype’: How the 92-year-old snackmaker behind Biscoff captivated Gen Z
A relatively unknown 92-year-old Belgian company is climbing up the global snackmaker rankings, outshining rivals and captivating Gen Z on social media as it seeks to transform itself into a global brand.
Lotus Bakeries, the company behind the Biscoff caramelised biscuit and spread, has experienced a revival in the past decade after years of sleepy growth. Group sales have risen three-fold since 2013, while those of Biscoff-branded goods have almost quadrupled as recipes ranging from Biscoff cheesecake to Biscoff espresso martinis proliferate on social media, particularly on TikTok, where they garner millions of views.
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Financial Times
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