Consumer madness with Biscoff, caramelized biscuits with cinnamon, has made Belgian Industry produced by a money-making machine.
The shares of the Belgian industry Lotus Bakeries, which makes this speculoos-type cookie,fun seven times their value in the last decade, outsourcing other food companies and countering the emerging trend of turning consumers into healthier choices affecting the snack category.
Biscoff's sales boom can be attributed to their unique taste, smart marketing and the strength of a mania that has reached Greece. It is noted that in our country Biscoff cookies are distributed by Diplomat Distributors Greece and Biscoff ice creams by Fronery Hellas.
For Belgians, speculoos is what Oreo for Americans and cream for BritishTheir history has its roots in Christmas centuries traditions, when families baked or bought elaborately decorated cookies for children.
The Lotus family business began building this particular cookie series more than nine decades ago. Since then it has gradually expanded its global scope ravaged by the Flemish village Lembeke.
Biscoff introduced to Americans a cooperation with Delta Air Lines. It was a great marketing move that consisted of offering such a product along with coffee. Today, products based on the recipe of famous biscuits include Biscoff spreads, ice cream and chocolates. Meanwhile, new industry factories have opened in the US and Thailand.
The challenges
This year, Biscoff sales were boosted by a viral trend at TikTok. Influencers combined the yogurt snack To make a dessert that, as they said, tasted «Japanese cheesecake». However, as noted by Bloomberg, the prevalence of medicines for weight loss and negative reaction to over-processed foods means that multinational Lotus may be affected by changes in consumer preferences.
Other food companies have also begun to take measures against the new trend. For example, Nestle changes KitKat's recipe in Europe to make it crisper and add a «hazelnuts». But this is not because cocoa prices are too high, according to the Swiss food giant.
