Biscoff has partnered with Belgian music festival Tomorrowland to launch a limited-edition sandwich biscuit and on-pack promotion.
The NPD (rsp: £1.50/150g) features two Biscoff biscuits, sandwiched together with an “espresso‑flavoured filling”. It will be on sale in Tesco from 20 May for eight weeks.
In a first for the brand, the biscuit features the Tomorrowland logo in place of the traditional Biscoff branding, symbolising the “coming together of two Belgian brands with global reach”, said Biscoff supplier Lotus Bakeries. The on-pack promotion offers shoppers the chance to win Tomorrowland tickets and accomodation via a QR code on packs and in-store displays.
The launch will be backed by in-store activations, and above-the-line and digital campaigns, and be promoted at Tomorrowland. Lotus Bakeries said the festival collaboration would strengthen Biscoff’s global visibility among a “young, vibrant community”.
“The limited-edition pack features three exciting firsts for the Biscoff brand: a delicious new espresso variety, a partner brand featuring on our famous Biscoff Sandwich biscuit, and an opportunity for Biscoff customers to experience the incredible event that is Tomorrowland, said Joanna Agnew, marketing director at Biscoff UK.
It comes after Maryland launched a chocolate chip cookie sandwich biscuit in July, billed as the UK’s first cookie sandwich.
In February, Biscoff biscuit sales surged 30% year on year, driven by a viral TikTok trend that saw consumers pair the biscuits with yoghurt to create a “Japanese cheesecake”.
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