Biscoff boom: How a Belgian staple conquered global markets

What began as a simple caramelised biscuit served alongside coffee in Belgium has become a global food phenomenon. The rise of Lotus Biscoff, driven by social media trends and creative recipes, has transformed the once modest treat into a worldwide sensation.

Originally known as speculoos, the biscuit has long been a staple in Belgian cafes and coffee culture. But in recent years, its distinctive flavour has found a new audience far beyond the country’s borders, helped by its change of name for foreign markets.

The biscuit’s popularity has surged thanks to platforms like TikTok and Instagram, where influencers showcase elaborate Biscoff cheesecakes, brownies and milkshakes. What was once a free accompaniment to a cup of coffee is now a key ingredient in countless recipes.

“It’s just so versatile,” says food influencer Eloise Head who is known as Fitwaffle online. “It’s an alternative to chocolate that’s delicious in pretty much any dessert but also has a unique flavour.”

That versatility has helped the brand break into international markets, particularly in the UK and the US, where it is now widely available in spreads, ice creams and baked goods, even getting cosigns from famous figures such as Snoop Dogg. In 2020, Lotus chose to ditch the name speculoos from their branding, renaming it biscoff to attract a more international audience.

Despite its global success, Biscoff remains rooted in Belgian food culture. Chief executive Jan Boone, whose grandfather created Lotus, highlights its traditional use. “In Belgium we dip them into coffee or milk, but you have to be careful because even two seconds is too long.”

The biscuit’s simplicity is part of its appeal, a fact that once surprised even Belgian food experts. “I was, like, ‘Oh my God, how is this possible?’” says Belgian food writer Regula Ysewijn . “Everyone has it in their cupboards, but it’s not special.”

Yet that very familiarity may have been key to its success, allowing it to be reinterpreted in new and creative ways.

For manufacturer Lotus Bakeries, the Biscoff boom is no accident. The company – based in Kaprijke, East Flanders – has actively expanded production and distribution to meet growing demand, so much so that in 2019 they already started manufacturing biscoff outside of Belgium. A new production plant in Thailand is due to open this year. “We want to conquer the world,” Boone says, connecting to a goal that increasingly looks within reach.

Photos: ©Lotus