All about biscoff: the viral vegan cookies taking over tiktok and instagram

Biscoff, crunchy and spiced biscuits from Flanders, have become super popular thanks to social media, transforming from niche desserts, excellent to accompany coffee, to the main ingredient of viral recipes on TikTok and Instagram

If you’ve spent one minute on Instagram or TikTok, you’ve probably heard people raving about Biscoff cookies. The Belgian caramelized, crunchy cookies have taken the internet by storm, with foodies adding them to everything from cheesecakes to milkshakes. So, what’s all the fuss about, and why are they so popular—especially among vegan consumers?

What are biscoff cookies?

Biscoff biscuits, previously known as Lotus Speculoos, are traditional Belgian biscuits with caramelized flavor and a crunchy texture. They employ simple ingredients: wheat flour, sugar, vegetable oils, and a blend of spices like cinnamon.

Unlike most cookies, Biscoff are completely plant-based—no butter, no eggs, no milk—which is why they are a favorite snack among vegans. The sweet, spicy taste is all at once incredible when paired with coffee or tea, which is why that they’ve been being served on Delta Airlines flights for decades.

Why are biscoff cookies going viral

Biscoff cookies have existed for decades, but their recent surge in popularity is largely thanks to social media. On Instagram and TikTok, food makers have been experimenting with Biscoff in desserts, milkshakes, and even butter.

One of the hottest concepts is Biscoff cheesecake—a decadent, no-bake treat that incorporates crushed Biscoff cookies as a substitute for traditional graham cracker crusts. Another internet hit? Biscoff butter, a decadent spread composed of crushed cookies, which some enthusiasts refer to as “peanut butter, but better.”

A belgian favorite dessert—and global phenomenon

Biscoff cookies first arrived in Lembeke, Belgium, in 1932 from Lotus Bakeries. They quickly became a staple of everyday life in Belgium and later found their way all over Europe. American popularity was boosted by airlines and coffeehouses, where they were regularly given away as a complimentary snack.

Today, you can find Biscoff cookies in most major U.S. grocery chains, including Walmart, Target, and Amazon. They’re also commonly used in European-style sweets, like tiramisu and ice cream.

How do biscoff cookies compare to other snacks?

For those wondering if Biscoff cookies are a “healthier” choice, here’s a quick comparison:

• One Biscoff cookie contains about 37 calories, 1.5 grams of fat, and 5 grams of sugar.
• Compared to Oreos at approximately 53 calories per cookie, Biscoff are slightly lighter.
• Unlike most cookies, Biscoff contain no eggs or dairy, making them vegan-friendly.
• Sure, it’s still a sweet indulgence, but their lean ingredient profile and unique flavor make them stand out.

Biscoff lovers speak the truth

Biscoff cookie lovers enjoy their snack. As one Reddit commenter opined:

“If you’ve never tried Biscoff butter on toast, you’re missing out on one of life’s simple pleasures.”

On the other hand, on TikTok, a viral video showing a recipe for a Biscoff cheesecake received over 2.5 million views, with one of them saying:

“This is so dangerously good. I may never use graham crackers again.”

where to buy biscoff cookies in the us
If you do wish to give Biscoff cookies a try, you will not have to look too hard. They are available at:

• Grocery: Walmart, Target, Kroger, Whole Foods
• Online: Amazon, Instacart, Lotus Biscoff’s website
• Coffee shops: Some coffee shops offer them with coffee, as in Belgium the bottom line

Whether you eat them straight out of the package, spread Biscoff butter on toast, or add them to a popular cheesecake recipe, it’s clear these Belgian cookies have taken the internet—and the world—by storm.

So the next time you’re spotting Biscoff cookies trending on TikTok, you’ll be aware of why.