{"id":44452,"date":"2020-11-02T11:00:11","date_gmt":"2020-11-02T11:00:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/comment-lotus-sest-pris-les-pieds-dans-le-speculoos\/"},"modified":"2020-11-02T11:00:11","modified_gmt":"2020-11-02T11:00:11","slug":"comment-lotus-sest-pris-les-pieds-dans-le-speculoos","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-lotus-sest-pris-les-pieds-dans-le-speculoos\/","title":{"rendered":"Comment Lotus s\u2019est pris les pieds dans le sp\u00e9culoos"},"content":{"rendered":"<p><span style=\"background-color:white\">Afin de devenir une marque mondiale,\u00a0<strong>Lotus\u00a0<\/strong>avait d\u00e9cid\u00e9 d\u2019abandonner la d\u00e9nomination Sp\u00e9culoos, pour celle, plus internationale, de Biscoff. Une d\u00e9cision que la soci\u00e9t\u00e9 a d\u00fb rapidement nuancer apr\u00e8s une temp\u00eate m\u00e9diatique.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">\u00ab\u2009Le nom ne dispara\u00eet pas compl\u00e8tement\u2009\u00bb<\/span><\/h2>\n<p><span style=\"background-color:white\">Une d\u00e9claration apparemment anecdotique de Jan Boone, CEO de\u00a0<strong>Lotus Bakeries<\/strong>, dans l\u2019\u00e9dition du week-end de De Tijd a imm\u00e9diatement mis le feux aux m\u00e9dias sociaux et autres samedi. Le CEO y annon\u00e7ait des plans tr\u00e8s ambitieux\u00a0: Lotus doit devenir l\u2019une des plus grandes marques du monde et, afin d\u2019y parvenir, il est n\u00e9cessaire d\u2019abandonner la d\u00e9nomination originale Sp\u00e9culoos pour adopter la marque am\u00e9ricaine Biscoff, contraction de <em>\u00ab<\/em><em>\u2009<\/em><em>biscuit with coffee<\/em><em>\u2009<\/em><em>\u00bb<\/em>.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u2009Mon r\u00eave est de faire de Biscoff une <em>global brand<\/em>, <a href=\"https:\/\/www.tijd.be\/dossier\/ontbijt\/jan-boone-lotus-moet-een-van-de-grootste-merken-ter-wereld-worden\/10262026\" target=\"_blank\" rel=\"noopener\">l\u2019une des plus grandes marques au monde<\/a>. Appeler le biscuit Biscoff dans le monde entier, c\u2019est prendre une position. Et cela r\u00e8gle du m\u00eame coup toutes les discussions sur le sp\u00e9culoos\u2009\u00bb, a d\u00e9clar\u00e9 Jan Boone, qui veut \u00e9viter toute confusion avec le &lsquo;speculaas&rsquo;\u00a0hollandais et le speculaas de Hasselt, des\u00a0biscuit plus \u00e9pic\u00e9s qui pr\u00e9sentent peu de similitudes avec le biscuit caram\u00e9lis\u00e9 de Lotus.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Mais c\u2019\u00e9tait sans compter sur le consommateur belge\u00a0: sur les m\u00e9dias sociaux, les hashtags #biscoff et #jesuisspeculoos sont imm\u00e9diatement devenus tendance. Jan Boone s\u2019est trouv\u00e9 contraint de faire marche arri\u00e8re. \u00ab\u2009Nous ne nous attendions pas \u00e0 une r\u00e9action \u00e9motionnelle aussi vive,\u00a0<a href=\"https:\/\/www.hln.be\/binnenland\/speculoos-verdwijnt-niet-helemaal-van-lotus-verpakking-hadden-niet-verwacht-dat-er-zo-emotioneel-zou-worden-gereageerd~a20631cb\/\" target=\"_blank\" rel=\"noopener\">mais je la prends comme un compliment<\/a>\u2009\u00bb, a-t-il d\u00e9clar\u00e9 \u00e0 HLN. \u00ab\u2009Les Belges se sentent li\u00e9s \u00e0 notre marque. J\u2019esp\u00e8re qu\u2019ils seront fiers, comme nous le sommes, de voir une entreprise belge d\u00e9velopper une v\u00e9ritable marque globale.\u2009\u00bb <\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"background-color:white\">Il souligne que le nom \u00ab\u2009sp\u00e9culoos\u2009\u00bb ne dispara\u00eetra pas compl\u00e8tement de l\u2019emballage\u00a0: le slogan \u00ab\u2009the original speculoos\u2009\u00bb figurera sous le logo Biscoff. \u00ab\u2009C\u2019est une d\u00e9cision qui a \u00e9t\u00e9 prise il y a plusieurs mois. La derni\u00e8re chose que nous voulons faire est de renier nos racines\u2009\u00bb, a conclu le CEO.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Afin de devenir une marque mondiale,\u00a0Lotus\u00a0avait d\u00e9cid\u00e9 d\u2019abandonner la d\u00e9nomination Sp\u00e9culoos, pour celle, plus internationale, de Biscoff. Une d\u00e9cision que la soci\u00e9t\u00e9 a d\u00fb rapidement nuancer apr\u00e8s une temp\u00eate m\u00e9diatique. \u00a0 \u00ab\u2009Le nom ne dispara\u00eet pas compl\u00e8tement\u2009\u00bb Une d\u00e9claration apparemment anecdotique de Jan Boone, CEO de\u00a0Lotus Bakeries, dans l\u2019\u00e9dition du week-end de De Tijd a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44449,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-44452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment Lotus 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