Guest Post - From Belgian Speculoos Biscuits to One of the World’s Most Popular Brands

Key Takeaways

• Biscoff rebranded from generic Speculoos to protect trademark
• Nine EU trademarks cover name, shape, and packaging
• Global registrations include US, UK, and WIPO for worldwide protection
• Social media recipes turned Biscoff into a lifestyle icon
• Court denied colour mark; red‑white remains unprotected

Summary

Lotus Bakeries transformed its traditional Belgian Speculoos biscuit into the globally recognized Biscoff brand, a move that went beyond marketing to secure robust trademark protection. Since 2020 the company has registered nine EU trademarks covering the name, three‑dimensional biscuit shapes, and packaging elements, and expanded protection to the US, UK, and WIPO jurisdictions. In 2025 the EU Court refused a colour‑mark for its red‑and‑white scheme, underscoring limits of aesthetic protection. Meanwhile, viral TikTok recipes have turned Biscoff into a lifestyle icon, driving organic growth.

Pulse Analysis

Lotus Bakeries’ decision to rename its iconic Speculoos biscuit as Biscoff illustrates a strategic blend of branding and intellectual‑property law. By securing a word mark across the EU and extending protection to three‑dimensional representations of the biscuit and its packaging, the company created a legal moat that deters competitors from copying visual cues. This approach mirrors best practices in FMCG, where a single, distinctive name can be leveraged to build global equity while minimizing the risk of the brand becoming a generic term.

Beyond the courtroom, Biscoff’s ascent has been propelled by organic digital buzz. TikTok and Instagram users have turned the simple biscuit into a culinary staple, popularising recipes like the minimalist Biscoff cheesecake. Such user‑generated content provides free, authentic promotion and deepens emotional connections with younger consumers. The brand’s viral momentum demonstrates how social platforms can amplify product relevance, turning a coffee‑companion snack into a lifestyle symbol without traditional advertising spend.

The broader lesson for entrepreneurs is clear: a cohesive naming strategy, rigorous trademark portfolio, and consistent visual identity are foundational, but they must be complemented by cultural relevance. While Lotus succeeded in protecting its brand legally, it also embraced the bottom‑up marketing wave that modern consumers trust. Companies that align legal safeguards with genuine community engagement are better positioned to sustain growth, defend market share, and avoid the pitfalls of trademark genericisation.