Oh crumbs: what's behind the Biscoff trend

The Guardian contacted Harris and Hayes for our expert take on the Biscoff trend.

Like matcha and ube, it’s not a new trend, but is an expression of larger consumer trends and drivers that have circled back round again. Firstly it’s driven by nostalgia, the sweet spiced biscuits evokes old fashioned Granny biscuits and festive charm. This is then amped up by the permissive indulgence trend, as the small, individually wrapped biscuits are accessible, relatable, and often given away free with a mediocre cup of coffee. Biscoff’s versatility is central to its shape shifting viral impact on social media; not many products lend themselves to milkshakes, hot cross buns, brownies, baked ham and hot chocolate.

Many brands would kill for the kind of grassroots fandom that Biscoff enjoys. We’ve seen it with World Nutella Day, and other products with strong, unique flavour profiles like Marmite, Aperol, or Guiness often enjoy the same level of fan-ownership and user generated content. Biscoff is obviously doing something right, as Lotus announced a 10% revenue increase last year, with more than half of that revenue coming from the Biscoff brand. Our comments were also picked up in The Week, demonstrating our insatiable appetite for this unassuming sweet treat.

Read the full Guardian news piece here and see it in The Week too.

The original news piece in The Guardian: