A relatively unknown 92-year-old Belgian company is climbing up the global snackmaker rankings, outshining rivals and captivating Gen Z on social media as it seeks to transform itself into a global brand.

Lotus Bakeries, the company behind the Biscoff caramelised biscuit and spread, has experienced a revival in the past decade after years of sleepy growth. Group sales have risen three-fold since 2013, while those of Biscoff-branded goods have almost quadrupled as recipes ranging from Biscoff cheesecake to Biscoff espresso martinis proliferate on social media, particularly on TikTok, where they garner millions of views.

Financial Times