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Biscoff: From Airline Snack to Million-Dollar Icon
25 Nov
Summary
- Biscoff's popularity surged after a 1986 partnership with Delta Airlines.
- The beloved biscuit is vegan, nut-free, and made with non-GMO ingredients.
- Originally from Belgium, Biscoff was a traditional treat for St. Nicholas Day.
Lotus Biscoff biscuits officially arrived in India in November 2025, but their journey to global fame began much earlier. A pivotal marketing strategy involved a 1986 partnership with Delta Airlines, where the biscuit became a popular in-flight snack. This airline association led consumers to seek Biscoff in retail stores, earning it the nickname 'delta cookie' and significantly boosting sales.
The brand's premium packaging, featuring European-inspired fonts and colors, further enhanced its allure. Beyond clever marketing, Biscoff's widespread appeal is also due to its inclusive ingredients. The US marketing manager highlighted that the biscuits are vegan, nut-free, and made with non-GMO ingredients, catering to a broad audience with dietary needs.
Originally from Belgium, Biscoff was known as Speculoos, a traditional treat associated with St. Nicholas Day celebrations. Its spice blend, including cinnamon and nutmeg, gives it a distinctive flavor reminiscent of gingerbread, making it a beloved biscuit worldwide.
