The Sharp Cinnamon Flavor and Crunchy Texture: The Secret Behind the Near-1 Trillion KRW Sales of the Coffee Companion Cookie [Delicious Stories]

A Belgian Snack Captivates U.S. Airlines
Biscoff's Journey from Local Treat to Global Bestseller
Annual Sales Surpass 970 Billion KRW,
11% Growth in the First Half of This Year

Editor's NoteIt is said that the first cookies were discovered in the ancient Mesopotamian civilization. In other words, cookies have accompanied every moment of human history. Biscuits, chocolate, ice cream-here are delicious stories behind the snacks we love.

Crumbly, with a sharp cinnamon flavor and a brown, rectangular shape-how did Lotus’s signature coffee companion, Biscoff, manage to become a global brand generating annual sales of 970 billion KRW?

Biscoff, produced by the Belgian confectionery company Lotus, was originally called "Speculoos." Because it was a mass-produced version of a traditional holiday cookie recipe made with inexpensive ingredients, it was sometimes dismissed as a "cheap biscuit" during World War II, when food supplies were unstable. Until the 1960s, Biscoff was mostly known as a regional product in Europe, but in the 1980s, it began to gain global recognition after catching the attention of Delta Air Lines in the United States.

From a Belgian Snack to a Hit with U.S. Airlines

Biscoff cookies engraved with the Lotus logo. Initially, it was called Spellkulas, but later the product name was changed to "Biscoff," a combination of biscuit and coffee. Screenshot from the Lotus website

In 1979, the U.S. Congress approved the Airline Deregulation Act, reducing the authority of the Civil Aeronautics Board (CAB), which had controlled airline routes, services, and prices, and ushering in an era of free competition in the airline industry. After deregulation, the so-called "Big Three" airlines-Delta Air Lines, American Airlines, and United Airlines-faced fierce competition from a wave of new low-cost carriers (LCCs). It was also around this time that airline tickets began to be divided into business and economy classes. LCCs started to eat into the Big Three’s market share with their low prices, and the Big Three began searching for new business strategies to cut costs while differentiating themselves from other airlines.

At this point, Lotus’s Biscoff emerged as Delta Air Lines’ savior. In 1986, an American food broker named Michael McGuire introduced Biscoff to Delta Air Lines executives.

McGuire assured them that offering Biscoff as an in-flight snack would attract customers at a low cost, and after much consideration, Delta Air Lines accepted the proposal. Delta began serving one or two Biscoff cookies with coffee to select passengers. After tasting the distinctive flavor of Biscoff during their flights, customers found themselves unable to forget it even after disembarking. Americans who didn’t know the name of the cookie started asking for it as "that unique brown cookie" or "the airplane cookie," and some people even chose to fly Delta Air Lines just to enjoy Biscoff. There were even frequent cases of people sending letters to Delta Air Lines, asking to buy Biscoff in bulk.

Interior of a Boeing 747 in the 1970s. As passenger planes grew larger, in-flight meals and snack services became a competitive advantage for airlines. This is the reason why Delta Air Lines' Biscoff became a huge hit. 'Airline History' Facebook

As Biscoff’s popularity soared, Delta Air Lines formed an official partnership with Lotus. From the late 1990s, the Delta Air Lines logo began to appear on Biscoff packaging. Witnessing the cookie’s popularity, competing airlines also began offering Biscoff as an in-flight snack. In no time, Biscoff had become a global snack available at supermarkets and convenience stores worldwide. Of course, airlines remain Biscoff’s largest customers; as of last year, American Airlines consumed 124 million Biscoff cookies annually, while Delta Air Lines consumed 85 million.

The Secret Behind Biscoff’s Popularity

The official partnership between Delta Air Lines and Lotus is still ongoing. Last year, the Delta Air Lines logo was engraved on Biscoff packaging. Delta Air Lines Facebook

Biscoff is considered the perfect in-flight snack. Nick Lucas, a food analyst for the global in-flight meal review platform "Inflight Feed," explained, "The distinctive flavor is key. The blend of cinnamon and spices makes the taste memorable." Because the human sense of taste dulls at high altitudes, Biscoff’s bold flavor leaves a strong impression even in flight.

Another advantage of Biscoff is that it contains almost no ingredients that trigger severe allergies. Energy bars and nuts contain a variety of allergens, making them unsuitable as in-flight snacks. However, Biscoff is made simply from sugar, flour, vegetable oils (mainly canola or palm oil), and spices, allowing almost anyone to enjoy it with peace of mind.

As of last year, Biscoff’s sales surpassed 600 million euros (about 970 billion KRW), accounting for nearly half of Lotus’s total revenue of 1.23 billion euros (about 1.919 trillion KRW). According to Lotus, Biscoff is now sold in a variety of forms beyond the original biscuit, including ice cream cones, pies and cake sheets, spreads, and crumbles. The brand has continued its growth, achieving an 11% increase in sales in just the first half of this year.