93年只卖一种风味，这个饼干品牌从“咖啡搭子”做到热门“配料”，年营收超6亿欧元

Core Insights - The article highlights the rise of Lotus Biscoff, a Belgian biscuit brand, which has become a popular choice among young consumers as a "coffee companion," achieving annual revenues exceeding €600 million and exporting to at least 65 countries [1][40]. Group 1: Financial Performance - In 2024, Lotus Bakeries reported a record total revenue of €1.23 billion, with Biscoff contributing approximately €688 million, accounting for 56% of the group's total revenue, reflecting a 21% year-on-year growth [2][3]. - Biscoff's sales have nearly quadrupled from 2013 to 2023, indicating sustained growth over the past decade [3]. Group 2: Market Position - Biscoff ranks as the fifth largest brand in the global sweet biscuit market as of 2023, with aspirations to become a top three brand, competing against Mondelez's Oreo and Chupa Chups [4]. Group 3: Brand Strategy - The brand's success is closely tied to its association with coffee, having established itself as a popular accompaniment to coffee since the 1950s, which has been a key factor in its global expansion [4][6]. - Biscoff's unique caramel flavor, developed through a secret recipe, enhances its compatibility with coffee, making it a preferred choice in cafes and restaurants [11][40]. Group 4: Product Diversification - Biscoff has expanded its product line to include 19 SKUs across four categories: biscuits, filled biscuits, ice cream, and spread, while also being used as an ingredient in various other products [4][21]. - The brand has leveraged social media trends, particularly on TikTok, to promote its use as a baking ingredient, leading to increased consumer interest and sales [20][22]. Group 5: Collaborations and Partnerships - Biscoff has engaged in partnerships with various brands, including McDonald's and Krispy Kreme, to incorporate its products into popular items, further enhancing its market presence [24][28]. - The brand's strategy of positioning itself as an ingredient has opened up new B2B opportunities, allowing it to reach a broader consumer base [39].