Two new branded biscuit spreads look set to hit supermarket shelves, with Biscoff and Walker’s Shortbread both registering trademarks.
Biscoff owner Lotus Bakeries has applied to register ‘Caracookie’ with the Intellectual Property Office under class 30, covering spreads on the basis of biscuits.
Walker’s Shortbread, meanwhile, has applied to register ‘Shortspread’ as a trademark with the IPO, also under class 30.
While the filing suggests Walker’s is working on a spreadable take on its traditional Scottish shortbread biscuits, a spokesman for the firm insisted there was “no active development happening or a product launch planned”.
Lotus Bakeries had not responded to requests as The Grocer went to press.
The activity comes as sales of Biscoff’s spreads and biscuits are booming. They now represent 56% of owner Lotus Bakeries’ branded revenue in 2024, according to its annual report.
Biscoff grew by more than 20% in 2024, adding €100m (£86.0m) of incremental sales to surpass €600m (£515.9m) in revenue, the report showed.
This momentum has continued in 2025, as Lotus Bakeries stablemate Trek added a Biscoff Protein Flapjack in February. Just one month later, Biscoff teamed up with Cadbury to launch a co-branded Dairy Milk bar. The milk chocolate tablet is studded with Biscoff biscuit pieces.
Also in March, Lotus and Cadbury owner Mondelez expanded their licensing partnership to include Froneri, which will roll out Biscoff branded ice cream in Europe from 2026.
No comments yet