The cookie that crushed the stock market: The beloved biscuit celebrates a 600% return
Belgian cookie manufacturer "Lotus Bakeries" is recording an unprecedented financial surge as the company's stock has jumped by 49% this year alone. According to published data, 50% of the increase in the company's revenue in 2025 stemmed directly from sales of Biscoff cookies.
While most of the world's food giants are struggling with falling stock prices, inflation, and logistics crises, Belgian cookie manufacturer "Lotus Bakeries" is recording an unprecedented financial surge. The company's stock has jumped by 49% this year alone, as part of a meteoric rise of 600% over the last decade.
The main engine behind the surge is the "Biscoff" cookie (known in Israel as "Lotus"), which has turned from a local coffee cookie into the youngest and fastest-growing brand in the biscuit world.
Report data presents an unequivocal picture: 50% of the increase in the company's revenue in 2025 stemmed directly from Biscoff sales, while between 2014 and 2024, the company experienced an average sales growth of 17% each year. To support the ever-growing global demand and complete its transformation into the fifth best-selling cookie in the world, the company opened new production plants in Thailand and the USA and strengthened strategic partnerships with aviation giants like Delta.
"We want to conquer the world," declared CEO Jan Boone, grandson of the company's founder from 1932.
The brand's global breakthrough relies on a number of strategic moves and digital trends, such as rebranding and a revolution on social networks. The marketing change in 2020 from the original name "Speculoos" to the international "Biscoff" created an immediate connection with Gen Z. Millions of videos on TikTok and Instagram turned the cookie from a modest addition to coffee into a key ingredient in cakes, desserts, and even chef dishes.
Israel is ranked as one of the leading countries in the world in Lotus consumption per capita outside of Belgium. Due to the high local demand, the importer "Diplomat" made Israel one of the first countries in the world where the Lotus spread was launched.
The cookie's success is particularly interesting against the backdrop of the global trend of moving towards healthy, organic, and reduced-sugar food. Experts explain the phenomenon with two main factors: the small size of the cookie is perceived by consumers as a light and available treat that does not dramatically violate a diet regimen, and the combination of winter spices, brown sugar, and cinnamon provides a sense of nostalgia, security, and stability in times of economic and social uncertainty.
The combination of accessible pricing, high culinary flexibility, and massive presence on social media proves that in the face of fleeting health trends, the global consumer still prefers the comfort taste of the past.
The brand's resilience to economic shocks is nothing new. The company was founded in 1932, in the shadow of the Great Depression, and proved exceptional immunity even in the modern era: Biscoff was one of the few products that recorded a jump in sales precisely during the COVID-19 lockdowns.
