{"id":44451,"date":"2020-11-02T11:00:11","date_gmt":"2020-11-02T11:00:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/how-lotus-bakeries-choked-biscoff-cookie\/"},"modified":"2020-11-02T11:00:11","modified_gmt":"2020-11-02T11:00:11","slug":"how-lotus-bakeries-choked-biscoff-cookie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/how-lotus-bakeries-choked-biscoff-cookie\/","title":{"rendered":"Hoe Lotus zich verslikte in een Biscoff speculoosje"},"content":{"rendered":"

Om een wereldmerk te worden, vervangt Lotus <\/strong>de benaming speculoos door het internationalere Biscoff. Een beslissing die het bedrijf na een kleine mediastorm snel moest nuanceren\u2026<\/p>\n

<\/p>\n

\u00a0<\/p>\n

\u201cNaam verdwijnt niet helemaal\u201d<\/h2>\n

Een terloopse mededeling van topman Jan Boone van Lotus Bakeries<\/strong> in de weekendeditie van De Tijd ging zaterdag algauw een eigen leven leiden op sociale en andere media. De CEO kondigde erg ambitieuze plannen aan: Lotus moet \u00e9\u00e9n van de grootste merken ter wereld worden, en om dat waar te maken, moet de oorspronkelijke benaming speculoos plaats maken voor het Amerikaanse merk Biscoff, dat verwijst naar \u2018biscuit with coffee\u2019.
\n\u00a0<\/p>\n

\u201cDe droom is om van Biscoff een global brand te maken, een van de grootste merken ter wereld<\/a>. Als het koekje in de hele wereld Biscoff heet, maken we dat statement. En heel de speculoosdiscussie is dan ook beslecht,\u201d aldus Boone, die immers geen verwarring wil met de Nederlandse en Hasseltse speculaas, een meer kruidige koek die weinig uitstaans heeft met het gekarameliseerde koekje van Lotus.
\n\u00a0<\/p>\n

Maar dat was buiten de Vlaamse consument gerekend: op sociale media werden de hashtags #biscoff en #jesuisspeculoos meteen trending. Het noopte Jan Boone\u00a0tot een rechtzetting. \u201cDat er zo emotioneel zou worden gereageerd, hadden we niet verwacht, maar ik zie het als een compliment<\/a>,\u201d zegt hij aan HLN. \u201cMensen voelen zich verbonden met ons merk. Ik hoop dat ze net zoals wij fier worden op het feit dat een Vlaams bedrijf nu echt een \u2018global brand\u2019 heeft gemaakt.\u201d Hij benadrukt dat de naam speculoos niet helemaal van de verpakking verdwijnt: onder het Biscoff-logo komt de slagzin \u2018the original speculoos\u2019. \u201cDat is maanden geleden al beslist. Het laatste wat we willen doen, is onze \u2018roots\u2019 verloochenen,\u201d aldus de topman.<\/p>\n","protected":false},"excerpt":{"rendered":"

Om een wereldmerk te worden, vervangt Lotus de benaming speculoos door het internationalere Biscoff. Een beslissing die het bedrijf na een kleine mediastorm snel moest nuanceren\u2026 \u00a0 \u201cNaam verdwijnt niet helemaal\u201d Een terloopse mededeling van topman Jan Boone van Lotus Bakeries in de weekendeditie van De Tijd ging zaterdag algauw een eigen leven leiden op […]<\/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":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-44451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nHoe Lotus zich verslikte in een Biscoff speculoosje - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Om een wereldmerk te worden, vervangt Lotus de benaming speculoos door het internationalere Biscoff. 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