From forgotten coffee companion to culinary sensation: the biscoff revolution
Lucy Woolfenden
Growth-focused CMO | Taking the guesswork out of scaling tech brands | 20+ yrs launching success stories from Skype to Starling Bank
Remember that little caramelised biscuit that used to arrive perched on the side of your coffee cup?
The one you'd absentmindedly nibble while waiting for your latte to cool? That humble spiced shortbread known as Biscoff has undergone one of the most remarkable brand transformations of our time.
Biscoff Boba Tea is a fave in our house as is the Biscoff Krispy Kreme ??
For decades, Lotus Biscoff existed in a curious limbo – beloved enough to be served alongside hot drinks in cafés across Europe, yet somehow forgettable enough that few people actively sought them out. These crisp, cinnamon-spiced biscuits were the ultimate supporting act, never the headliner.
Made by Lotus Bakeries since 1932 in Belgium, these "speculoos" biscuits (as they're traditionally known) were designed specifically to compliment coffee; their subtle spice blend and caramelised sweetness provided the perfect counterpoint to a bitter brew.
The spreadable game-changer
Everything changed when someone at Lotus had a stroke of genius: what if we crushed these biscuits into a spreadable paste?
The launch of Biscoff spread in 2007 was the turning point. Suddenly, that familiar flavour could be slathered on toast, drizzled over ice cream, or (let's be honest) eaten straight from the jar with a spoon. The humble coffee companion was transforming into a versatile ingredient.
Strategic partnerships: the cool factor
You know my love of brand partnerships - dancing on other people’s dancefloors whilst enjoying the referred opinions of the partners. But the true masterstroke was how Lotus leveraged these brand partnerships to elevate Biscoff from nostalgic treat to trendy must-have:
These collaborations positioned Biscoff in the premium indulgence category, far from its origins as a free coffee accompaniment.
The social media explosion
Instagram and TikTok then took the Biscoff phenomenon to new heights. Home bakers competed to create the most indulgent Biscoff recipes, from three-tier cakes to elaborate milkshakes. The distinctive red and cream packaging became instantly recognisable – a shorthand for indulgence.
Food influencers discovered that adding "Biscoff" to a recipe title virtually guaranteed clicks and engagement. Suddenly everyone from five-year-olds to grandparents was asking for Biscoff by name.
The universal appeal
What makes Biscoff particularly remarkable is its cross-generational appeal. My five-year-old begs for Biscoff spread on toast, while my adult friends get excited about Biscoff cheesecake.
There's something about the flavour – warm, spiced, nostalgic yet different – that seems to appeal to almost everyone. It's familiar enough to feel comforting but distinctive enough to feel special.
From sidekick to star
Biscoff's journey from coffee's forgotten sidekick to cultural phenomenon is a masterclass in brand evolution -> Lotus Bakeries recognised their product's potential beyond its traditional role and systematically expanded its presence through smart partnerships and product diversification.
Next time you're enjoying a Biscoff-flavoured anything, take a moment, that little biscuit has come a very long way from the side of your coffee cup.
Want to create your own strategic partnerships?
If you're keen to know more about starting strategic partnerships for your own brand, have a listen to The PR Set podcast where I joined Pippa Goulden to discuss the power of strategic partnerships.?
We dive into how these collaborations can transform your brand awareness and market position, just like they did for Biscoff.?
Have a great day
?? Lucy
Founder of byFoke | Strategic Brand & Marketing Leader | Independent Brand Supporter | WINNER: Online Retail Start-Up of the Year (UKSUA)
2 小时前This is exactly what we are focusing on at the moment, strategic partnerships can add so much value to your brand position, we're putting a lot of our energy into finding like-minded brands to collaborate with!
Product market fit, idea to innovation validation and tactical market experiments
5 小时前If you have Dutch heritage Biscoff is the very old favourite Speculaas biscuit and it makes me wonder whether Biscoff were clever at internationalising the flavour of stole it! ?? .
PR expert helping entrepreneurs, founders, SMEs and Start-ups to use PR to grow their business | Let's get you known for what you do | DIY PR membership | Done With You | Done For You.
6 小时前So true Luce- that random biscuit you used to get with your cofeee is now a cult classic. I’m happy to dance on the dance floor of any biscuit biz- And now I want a biscuit!