Best Brand 2026: Interview Lotus

Lotus won the Best Brand Award for the category "Best Cookie Brand"!

This award is based on what people feel and what they trust. What do you think Lotus represents emotionally for Belgian consumers today: comfort, nostalgia, a small daily treat, something else? 

Lotus represents a small but meaningful moment of enjoyment.  First and foremost, we stand for delicious products with a distinctive, unmistakable taste that Belgians genuinely love. From the unique caramelized taste and crunchy texture of Biscoff® to the soft indulgence of Lotus® Frangipane, our brands are here to brighten up people’s daily lives. For many Belgians, Lotus® is comfort, tradition and familiarity. It is the cookie next to a cup of coffee, the treat in a lunchbox and the small reward during a busy day. There is nostalgia, but also everyday relevance: products that have been part of people’s lives for generations and continue to create new memories today.

Lotus® is famous for its very distinctive taste and ritual moments (coffee breaks, sharing, on-the-go). Howdo you deliberately design and defend those consumption moments beyond just the product itself? 

We design for moments, not just for products. Coffee breaks, sharing, on-the-go snacks... these rituals are deeply embedded in Belgian culture. We protect them through uncompromising quality and a distinctive taste that remains consistent over time. At the same time, for example, Biscoff® has evolved beyond the coffee moment. It has become a beloved ingredient in desserts worldwide, such as the recent Japanese Biscoff® cheesecake trend. This expands our consumption moments while reinforcing the unique Biscoff® taste.

When you look at the next generation of consumers: what’s the biggest shift in expectations (health, transparency, sustainability, ingredients, formats), and how are you translating that into innovation without losing your brand DNA? 

Consumers expect more transparency, balance and responsibility. Health, ingredients and sustainability matter more than ever. Portion control has always been part of our philosophy, allowing conscious enjoyment. With brands like TREK® and nākd. ®, we respond to evolving needs while staying true to our DNA: great taste and high quality. Innovation for us means evolving without losing who we are.

If you had to point to one thing that has strengthened brand love the most in the past 12 months, a product move, a communication choice, a distribution change, or a brand action, what would it be, and why? 

The continued global success and versatility of Biscoff®. Seeing a Belgian product become a worldwide favorite, a true global brand - both as a cookie and as an ingredient - reinforces pride at home and relevance abroad. That combination of global ambition, cultural creativity and strong local roots strengthens brand love. This award confirms what we believe: consistent quality and genuine enjoyment build lasting emotional connection.

Insights from Francesco Cacamese, Strategic Director at Serviceplan Group Belux

Lotus Biscoff has transcended its role as a simple cookie to become a cultural icon in Belgian snacking. The brand's distinctive caramelized flavor and crispy texture create a multisensory experience that consumers crave repeatedly. What sets Lotus apart is its ability to feel both premium and accessible, sophisticated enough for adult palates, yet beloved by families. The brand has successfully expanded into other categories while maintaining the core identity that made it beloved. Its global success hasn't diluted its authenticity; it remains unmistakably Belgian and unmistakably Lotus.