Lotus Bakeries, the Belgium based business, has launched a range of limited-edition wrappers for its iconic caramelised Biscoff biscuits.
The new wrappers will feature “fun” slogans based around coffee drinking, such as ‘Me. You. Coffee. Heaven’, ‘Love at First Bite’, ‘Time for a Natter’ and ‘Relax… You Deserve Me’.
The messages will feature on all 6g biscuit orders placed from mid-August while stocks last. More than 12 million biscuits will feature one of the new slogans, which are designed to encourage conversation between customers.
The biscuit and cake company also hopes the marketing move will drive additional visits to outlets offering the biscuits through the competition it is running alongside. Customers have 10 chances to win a year’s supply of the biscuits in 2016. All they have to do is follow @lotusbiscoff and tweet #greatwithcoffee by the closing date of 14 December 2015.
To help businesses make the most of this initiative, Lotus Bakeries has created an exclusive free POS pack to help spread the word to consumers in outlets which are taking part.
The launch comes as Lotus Bakeries took over a majority stake Natural Balance Foods, the company behind the Nākd and TREK brands.
The snack bar producer has sold a 67% stake to Lotus to help it grow its products internationally. Founders Jamie and Greg Combs will continue to manage the company.