"Biscoff was the fastest-growing biscuit brand in the US last year, with its spiced caramel biscuit becoming a Gen Z obsession, appearing in various food products."
"In 2014, the spreadable version of Biscoff was described as 'crack in a jar,' and by 2021, it had taken off across social media due to the home-baking boom."
"A viral Japanese cheesecake trend on TikTok and Instagram involved creators sinking Biscoff biscuits into yoghurt, showcasing the brand's continued relevance and popularity."
Biscoff biscuits, originally introduced to the US by an aunt who loved them as an airline snack, have become the fastest-growing biscuit brand in the country. Created in 1932, these spiced caramel biscuits have seen peaks in popularity over the years, particularly during the Covid lockdown, when home baking surged. Social media has played a significant role in their rise, with viral trends and recipes featuring Biscoff appearing on platforms like TikTok and Instagram, solidifying their status as a cultural obsession.
Read at www.theguardian.com
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