Jan Boone, grandson of the founder and the current CEO of Lotus Bakeries, says in De Tijd that he now wants to use Biscoff everywhere to turn his caramelized biscuits into a global brand, one of the largest brands in the world. He also wants to avoid confusion with Dutch or Hasselt speculaas.
The name change causes some commotion on social media. “It may be un-Flemish, but our ambition is to build a global brand,” Boone tells Belga. “Everything is immediately clear. Biscoff is different from other speculoos or speculaas activities.” Speculoos does not disappear completely. “In Belgium, the Netherlands and France it is retailed under the brand name Biscoff original speculoos to stand.”
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