Biscoff goes viral with “yogurt cheesecake” hype

Biscoff, the popular speculoos cookie from Lotus Bakeries, is currently going viral on TikTok and Instagram thanks to a global craze surrounding a simple cheesecake recipe made with yogurt and cookies.

“Global hype”

The recipe is called “Japanese cheesecake”: if you put Biscoff cookies in a jar of yogurt and place it in the refrigerator for about 24 hours, you get a kind of simple cheesecake that many young people find irresistible. Videos with variations on the recipe have been viewed millions of times on social media.

The manufacturer itself is not involved, CEO Jan Boone assures business newspaper De Tijd: “It would be a masterful marketing move, but this hype was created by social media users. The trend originated in Japan, but we have not yet been able to trace who exactly started it. In the meantime, the phenomenon has spread to Europe and the United States. It is now a global hype.”

The craze has not been around long enough to see an impact on sales figures, but the fact that the brand is popular with young people is a boost for the ambitious manufacturer. Biscoff, currently the fifth most popular biscuit in the world, was also previously recommended by American rapper Snoop Dogg on his YouTube channel.