Biscoff biscuit sales have rocketed 30% year on year amid a viral TikTok trend, which sees consumers pair them with yoghurt to create “Japanese cheesecake”.
At the start of 2026, foodies in Japan begun taking to TikTok to share how they combined biscuits with yoghurt to make a simple dessert which they claimed tasted like cheesecake.
The trend, named “Japanese cheesecake” after its country of origin, has gone global over recent weeks, and shoppers have increasingly opted to use Biscoff biscuits in their creations for their spiced, caramelised flavour, posting the results to TikTok.
As the trend hit its peak in the week to 17 January 2026, value sales of Biscoff biscuits rocketed by 10.9% to £594.1k, on volumes up 30.2%, compared with the previous year [NIQ].
Biscoff gave the trend a further push, posting three TikTok users’ recipes to its own page at the end of January; they had accumulated a combined 1.3 million views by the time of writing.
Morrisons also posted its own attempt at the trend in late January. The supermarket’s social media team filmed themselves stirring together two of the retailer’s own-label products, The Best Fat Free Greek Yoghurt and The Best Pistachio Crème. They studded the mixture with Biscoff biscuits before grating chocolate over the top, and posted the results to TikTok.
@morrisons Everyone’s making it… we added pistachio🤭😏 #easyrecipes #fyp #cheesecake ♬ original sound - sped up 2000’s audios
Sainsbury’s, meanwhile, added a “make your own viral cheesecake” section to its online store, giving various yoghurt and biscuit products their own dedicated landing page. The supermarket said it had seen a 14% year-on-year increase in customers shopping for biscuits and natural or Greek yoghurt.
Creative consumers
“It’s remarkable to see how creative consumers around the world continue to be with Biscoff,” Emma van Praet, corporate communications manager for Biscoff owner Lotus Bakeries, told The Grocer.
The trend “wasn’t initiated by Lotus Bakeries”, van Praet stressed, describing it instead as “a spontaneous social media trend that started in Japan and has since spread to Europe and the US”.
“We see it as a great example of how strongly Biscoff resonates with younger audiences and how fans enjoy experimenting with Biscoff in new ways.”
The uptick in demand comes after value sales of Lotus Biscoff biscuits slumped by 4.3% on volumes down 6.4% in the year to 6 September 2025 [NIQ].
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