Consumption of coffee and biscuits strengthens Belgian company's strategy
The Belgian biscuit manufacturer Lotus Bakeries is betting on the association of the Biscoff product with coffee consumption to increase its share in the Brazilian market and strengthen its expansion strategy in Latin America.
The brand is directly linked to the experience of coffee consumption, which reinforces the tendency to associate the commodity with the food industry. In this way, the market sees coffee not only as a traditional drink, but also as a drink that adds value to associated products.
The biscuit brand participated in the São Paulo Coffee Festival, held at the Ibirapuera Park Biennial, in São Paulo, where it presented the product as a pairing option for coffee, a segment considered strategic to boost new consumption habits and expand the company's presence in cafeterias, restaurants and other food service establishments.
According to Mariana Antonachi, marketing manager at Biscoff in Brazil, the company's strategy is to position the biscuit as a complement to the coffee drinking experience.
"The brand's intention is to associate itself with coffee consumption to bring an experience with complementary flavors. Consumption accompanied by the drink continues to be the main focus of our strategy", he told CNN.
Produced from a traditional recipe with a combination of spices, cinnamon and caramelized notes, the biscuit seeks to differentiate itself precisely by its association with hot drinks, especially coffee.
The company officially arrived in Brazil in 2021, during the pandemic, a period in which it identified opportunities to expand its operations beyond retail. "We understood that there were possibilities for growth also in food service. Today we work in both retail and distribution for various food channels", said the executive.
The bet has been reflected in the results of the Brazilian operation. According to the company, sales volume in the country has doubled since 2023, a performance that has increased the importance of the Brazilian market within the global strategy of Lotus Bakeries, owner of the Biscoff brand.
According to Mariana, the company's operations have recorded double-digit growth in the last four years. "We have grown by double digits in the last four years and we aim to reach the position of third largest biscuit brand in the world in the coming years", he stated.
Brazil is already among the brand's three main markets in Latin America, although the United States continues to be the company's largest global consumer market.
Partnerships and expansion
Part of the growth strategy involves expanding points of contact with the consumer through commercial partnerships.
Globally, Biscoff has already carried out actions with companies such as McDonald's, Krispy Kreme and Delta Air Lines, which serves the biscuit on its flights. In Brazil, the brand signed collaborations with Burger King, Ofner, Cabana Burger and Bakebun, using these partnerships to introduce the product to new consumers and encourage different consumption occasions.
The brand's advancement follows Lotus Bakeries' global performance. In 2025, the company recorded sales of 670 million euros under the Biscoff brand, organic growth of 13% compared to the previous year, consolidating the product as one of the group's main expansion drivers.
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Source: CNN