Coffee outlets are aware of the impact on customer loyalty and sales when they offer complementary sweet biscuits with their coffee. Lotus Bakeries’ launch of a new iconic and bold pack design for their individually wrapped ‘Original Caramelised Biscuit’, along with the introduction of the ‘Biscoff’ brand name for the first time in the UK, will reinforce brand recognition and help to build valuable customer loyalty.
The simple, yet impactful style will give outlets a more contemporary looking biscuit to serve with a range of hot beverages, and is likely to gain greater brand recognition from consumers as they look for an outlet in which to enjoy their special ‘coffee moment’.
The authentic biscuit to offer with cappuccino or latte
Affectionately known as ‘the little red biscuit’, Lotus Biscoff is the leading complementary sweet biscuit in the UK hospitality sector, with over 120 million biscuits being enjoyed as part of a customer’s ‘coffee moment’ each year. The Lotus brand’s unique coffee equity means that Biscoff is widely seen by expert Baristas as the only authentic biscuit to offer when presenting a skilfully prepared cappuccino or latte.
Biscoff for brand recall
Frances Booth, Category Marketing Manager at Lotus Bakeries explains the reasoning behind the rebrand:
“Biscoff is literally just a fusion of Biscuits for Coffee, and is a brand name that we utilise in other international markets with great success. By using the shorter, snappier name it is hoped that it will aid overall brand recall from our ever-expanding and loyal customer base.”
Consumers follow the Biscoff
“We have literally thousands of consumers who will choose one coffee shop or hotel over another, purely because it offers a complimentary Lotus Biscoff. This highlights the significant loyalty that a biscuit costing a matter of pence can bring to a business’s sales and marketing.”
Packaging for brand recognition
The new vibrant and contemporary packaging will also bring the brand in-line with its Continental counterpart as it looks to cement its position as the number one saucer side accompaniment in the UK.
Renowned for the unique caramelised flavour of their biscuits, the Lotus Bakeries brand has over 80 years of biscuit heritage. The brand is currently stocked by many major wholesalers as well as specialist coffee distributors across the country. The rebrand signals an exciting new chapter for the brand which will see up-weighted support across all key foodservice channels.
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