Biscoff biscuits have soared in popularity during pandemic and supermarkets are taking notice
We’ve eaten the biscuits, spread them on toast and slurped them in a latte or espresso martini, but now Britain’s Christmas is getting the full Biscoff treatment as mince pies, desserts and gins inspired by the Belgian biscuit go on sale.
Despite being around for nearly a century, Biscoff, known for the small individually wrapped biscuits that were once an unloved giveaway in hairdressers, hotel rooms and on planes, became a sleeper hit during the pandemic. The brand’s popularity has made speculoos biscuits – which for many Europeans are associated with Christmas anyway – big news in British supermarkets this year.
