Thanks to a simple snack guilt‑free hack aboard airlines, Biscoff biscuits went from being an airline breaktime treat to a viral, high‑value consumer brand.
A Humble Airline Snack’s Sweet Rise
- Biscoff (speculoos-flavored biscuits) became popular decades ago as a free treat on airline flights.
- Passengers discovered a clever hack: toasting the biscuit on top of a cup of coffee — it softened and caramelized, transforming its texture and taste.
- This little onboard hack spread via social media, making these once-overlooked cookies a viral sensation.
How It Turned Into a Business Juggernaut
- Airline cutbacks during the pandemic forced Biscoff’s parent company to pivot from airlines to retail.
- They launched new flavors, sizes, and formats, and began marketing Biscoff as a lifestyle snack that could go beyond just planes.
- Thanks to its “airplane cookie” legacy and social media fame, Biscoff has now grown into a multi-hundred-million-dollar brand.
Why People Love It
- The flavor is unique — warm, spiced, lightly sweet — and pairs beautifully with coffee.
- When you toast a Biscoff biscuit on a hot beverage, it melts slightly, offering a richer, almost-creamy mouthfeel.
- It’s nostalgic for people who associate it with travel and flying. The airline connection gives it a premium, aspirational feel.
Business & Cultural Impact
- Biscoff’s success story shows how simple user behavior (toasting on coffee) can spark a brand transformation.
- It’s now available in grocery stores, airports, and even specialty cafés.
- The brand capitalized on its viral ascent with smart marketing, while keeping its core identity as a travel treat.
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