Sales are not only increasing in the United Kingdom, but the popularity of Lotus Bakeries is also increasing in the United States and Asia. “Social media knows no boundaries and if people communicate about ‘Biscoff’ in England, it also has an effect in the United States,” explains Boone. “In addition, we notice that, especially on Instagram, it is not only the youth, but also increasingly attracts 30, 40 and 50 year olds.” The fact that one can appeal to a large audience is only positive, he thinks. “We want every family to be able to buy it and therefore focus on affordability: that is really the DNA of Lotus Speculoos, of Lotus ‘Biscoff’.”
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