The famous Lotus Speculoos cookies will change their name

Lotus wishes to extend the marketing of its cookies to several countries.

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The news has had its effect.

From next year, the famous Speculoos biscuit will change its name.

As reported by the Belgian newspaper 

, it will henceforth be called “Biscoff”, the contraction of “cookies” and “coffee”.

The announcement was made by the boss of the Lotus brand himself.

For now, the small cakes are already marketed under the name “Biscoff” in several countries.

Only in France, Belgium and the Netherlands does the term “Speculoos” appear on the packaging.

But starting next year, everyone will be in the same boat.

#I'mSpeculoos

The boss of Lotus explained to our colleagues that he wanted to make his cupcakes "a global brand" and that the name "Biscoff", more easily pronounced, was more suitable.

What he hadn't expected was the reaction of fans of the famous cookies.

The hashtag #JeSuisSpeculoos has started to flourish on social networks.

He was not born the guy who will say #Biscoof instead of #Speculoos.

#jesuisspeculoos

- Hugues Van Peel (@huguesvanpeel) October 30, 2020

The head of Lotus told our colleagues at the newspaper

: “We didn't think there would be such an emotional reaction.

I see that as a compliment ”.

And to reassure fans, he said that in France, Belgium and the Netherlands, the words “original Speculoos” would always appear under the name “Biscoff”.

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• Biscuits