This is how a viral TikTok trend made Biscoff cookies sell out in Norway

New food hit the shelves in Norway a few times a year. But even when these news
becomes a hit, every now and then something unexpected happens.

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An “old” product suddenly becomes more popular than the news.

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Right now, that’s the Biscoff cookie.

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From an everyday biscuit to sold-out

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The Biscoff cookie is not a new product. Frankly, it has existed since 1932. But still
the demand has exploded.

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Several grocery stores in Norway have reported massive growth. Some are seeing
up to 100% increase in sales, and others report a 40% increase compared to last
year.

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The classic version has been completely sold out in several stores. But something
very interesting is the alternative version with vanilla filling. This version has been left
in the shelves, not getting the same attention as the original.

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This shows us that trends are often just affecting one specific product, and not entire
categories.

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The TikTok effect behind the Biscoff trend

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What caused this cookie to trend is simple: social media.
In TikTok we see the trend featuring a Japanese cheesecake recipe that has driven
massive demand for Biscoff. The viral recipe includes just two ingredients: yoghurt
and cookies. This makes it easy for everyone to make at home, driving the big
interest for this trend.

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The trend continues to grow fast as more people share their versions online. Modern
food trends spread easily. Some creators share a recipe, the algorithm amplifies it,
viewers recreate it, and the demand spikes almost overnight.
This explains the suddenly empty shelves.

Why the trends spread so fast

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The Biscoff trend is not random, it simply follows a pattern.

The content been created by everyday users on TikTik feels more trustworthy than
traditional advertising. People feel more connected when they see others try it and it
gives a feeling of a personal recommendation.
Social media also reinforces behavior. When they continue to see the same product
appear over and over again, it gives them the feeling that “everyone” is trying it.

Combined with other trends

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Like many other trends, this cheesecake can also be personalized.
Since it’s so easy to make, it is also very flexible and perfect to personalize. Some
use regular yoghurt, and others swap it with protein yoghurt or add protein powder to
make it healthier and to reach their protein goals.
This connects it to the protein trend, but also the trend where consumers seek a
healthier lifestyle.
That’s why trends like this grow fast. They are easy to customize, fast to make, and
you can get creative in so many ways.

It’s not just in Norway, but it’s a global trend

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This trend is not just appearing in Norway.
This Biscoff trend is all over the world because of social media removing the
geographic boundaries. That is why trends like this spread across countries in just a
few days, compared to months just a few years ago.

What can brands learn from the Biscoff trend?

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This might seem like a small thing, but it shows us that trends today don’t always
come from innovation. They can also come from products that’s existed for a long
time.
This simple biscuit became a trend overnight simply because of the right moment and
the right content, and it became a big hit.
What it also shows us is that trends are unpredictable, and they can disappear just as
fast as they can grow.
The Biscoff cookies did not change, but consumers’ behavior did.
This shows exactly what defines modern food trends today.

Understand these shifts early, separate

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