Biscoff craze powers Lotus to record share gains

Lotus, the Belgian food company that makes Biscoff cookies, has seen its shares shoot up 47% over the past year, bringing its gains over the last decade to nearly 590%.

The growing global popularity of Biscoff has driven strong sales, with Lotus saying the brand now ranks among the world’s top five biscuit brands. The caramelized biscuits recently gained another boost after going viral on TikTok through the “Japanese cheesecake” trend.

Analysts note that the food company’s growth is remarkable, given that the snacking market faces challenges from GLP-1 weight-loss drug users and health-conscious consumers.

To diversify its business, Lotus has secured its position through natural food acquisitions, including Bear, Trek, and Nakd. The healthy food division now accounts for 25% of the company’s total revenue.

Founded in 1932, Lotus has also expanded in the US market with a partnership with Delta Air Lines. It opened a factory in Thailand to venture into the Asian region. It has expanded into spreads, ice cream, and chocolates.