‘I’d smoke Biscoff if I could’: how a little Belgian biscuit became a social media sensation

2026-03-24 - 10:20

Biscoff-based recipes are breaking the internet – everything from cheesecakes and milkshakes to prawn dishes and salads. A few traditionalists are even enjoying the biscuits on their own. What’s behind this sweet success story? Around 15 years ago, Ashley Markle was admitted into a secret world, introduced to the treasures of an exclusive supply chain. She was staying at her aunt’s house and, one morning, when her aunt made her a coffee, she placed a little plastic-wrapped biscuit on the side. “I’d never seen them before,” says Markle. She bit into it: “It was a warm flavour that I’d never really had in a cookie. I’m like, what is this?” Her aunt had discovered the small, gently spiced Biscoff biscuits as an airline snack. She loved them so much that she contacted the maker, Belgian company Lotus, and asked them to ship a box to her in the US. At that time, says Markle, “I think she was the only person who actually had them in her home.” But, as we all know, the world changes rapidly. Last year, Biscoff was the fastest-growing biscuit brand in the US. Continue reading...