“It’s this treat you get when you fly, like ginger ale.”Īnd they tick a lot of boxes, when you consider the factors that make up for a perfect plane snack. “We were on a flight to Hawaii when I was a kid, and my dad was like, ‘I need more of these.’ They gave him a whole bag,” remembers Brett Snyder, the president of the airline blog Cranky Flier. Despite its global reach, Lotus is still headquartered in the small town, and is still run by the same family.īecause of its association with flying, the Biscoff cookie can also lock into the sensory memory. The Biscoff brand, and its parent company Lotus, began in a bakery in Lembeke, Belgium, in 1932, and provided sweet relief after World War II before manufacturing advances made them easier to sell in the 1950s. They are typically made with ingredients like ginger, cinnamon, nutmeg, clove, and cardamom, and are associated with the Christmas holidays-akin to our gingerbread. Whether called speculoos or speculaas or “windmill cookies” for the way some are shaped, they’re a type of spiced shortbread cookie found in the Netherlands and Belgium and some other northern European countries. So how did the cookies dubbed by their European manufacturer as the continent's "favorite cookie with coffee since 1932,” become so associated with American airlines? And why are we so attached to them? grocery stores and online through Amazon or Target, for a long time the they seemed to exist for Americans only as a gift from the friendly skies (even as they were widely available in Europe). Though Biscoffs are now available in some U.S. Eating Biscoffs is one of those behaviors, like drinking tomato juice or weeping over a movie you actively chose not to see in theaters, that feels most natural on an airplane. United may have underestimated how quickly Biscoff fans would snap, but that’s understandable-the pull of the humble cookie has often been underestimated.
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