These guidelines were created to help understand how you can leverage the Biscoff® brand and while ensuring the integrity of our brands and trademarks.
We are pleased to know that you enjoy working with Biscoff® spread and cookies in your recipes to delight your customers. We would like to inform you that Biscoff® is a registered trademark of Lotus Bakeries. The use of Biscoff® products in the preparation of your recipes does not automatically entitle you to use the Biscoff® trademark such as logos, design and the look & feel and trade dress in your communication.
However, as set out in these guidelines (“Guidelines”), certain ways of use are authorized by Lotus Bakeries so you can include the Biscoff® brand name to benefit from its power and recognition. These Guidelines apply worldwide and intend to refer to Biscoff® cookies, spread, topping sauce as a characterizing ingredient of your Product.
When can you leverage the Biscoff® brand? You can only use the Biscoff® brand name and certain trademark elements on the conditions that you:
1. Use only the real Biscoff® ingredients in your recipe (hereinafter « Product »).
2. Respect the Biscoff® trademark guidelines as mentioned below.
The Product must be prepared and manufactured exclusively within your point of sale in a healthy and safe environment, in compliance with all applicable laws, standards and regulations. The Product must be made on site and sold within 48 hours of its manufacture. The Product must contain genuine Biscoff® ingredients.
Biscoff® trademark guidelines:
1. Proper naming & product description
Our brands are very important to Lotus Bakeries. Biscoff® is the brand endorsed by Lotus. If you would like to use our brand name, you need to use Biscoff® and not Lotus® or Lotus® Biscoff®.
You are allowed to do the following:
- You can use the Biscoff® brand name in a referential way purely to inform the consumer that your Product is made with one or more Biscoff® ingredients. You can do so by using a description like “made with, filled with, decorated with….”
- After Biscoff® , you must always mention which Biscoff® ingredient is being used (e.g. cookie, spread, topping sauce).
- The brand Biscoff® must always be written with capital ‘B’ and followed by a registered trademark sign ®
However, to protect the integrity of our brand, you cannot use or incorporate Biscoff® directly into your Product name. Neither can Lotus Bakeries allow you to create a fantasy Product name or use any wordplay that incorporates Biscoff® (full or partly) as this may harm our Biscoff® brand.
2. Menu communication
When visualizing the Product made with Biscoff® on menu communication (e.g. menu card, menu displays, totems ….), we provide the following guidance:
- The Biscoff® trademark must always be written with capital “B” and followed by the registered trademark sign ®
- After Biscoff®, you must always mention which Biscoff® ingredient is being used (e.g. cookie, spread, topping).
- The Biscoff® logo or any other branded assets cannot be used.
3. In-store communication
- It is allowed to display jars of Biscoff® spread, bottles of Biscoff® topping or packs of Biscoff® cookies that are kept on site or used for the preparation of the Products in the store.
- The use of a quantity of jars, bottles of packs of Biscoff® that does not correspond to the actual use for the preparation of Products and thus serves as advertising material in the store is not allowed. They cannot be used exclusively for the decoration of the store. It is also not allowed to use of an excessive quantity of Biscoff® packaging as display rather than intended for actual use.
- The use of advertising materials containing the Biscoff® logo is not allowed unless it is provided by Lotus Bakeries.
4. Product photography
Hereby we mean photography of your Products exclusively used for menu communication, in-store communication or on your business’ social media accounts.
- Biscoff® iconic cookie or Biscoff® spread jar can be used in photography if this represents the way the Product is being served or represents the amount of ingredient that is actually used
- Example 1: you can use a Biscoff® cookie next the coffee cup or on your muffin only if you are serving it this way to your customers
- Example 2: you can use the Biscoff® jar next to your donut if you have used the Biscoff® spread as an ingredient. One jar should suffice, no more.
- The Biscoff® cookie or packaging cannot be altered/changed/edited.
- You cannot use any illustration or product rendering.
- Biscoff® logos or any other Biscoff® brand assets cannot be edited into the photo
The above guidelines on food photography do not apply for visuals used for packaging materials.
As a closing remark
Lotus Bakeries may change or withdraw these Guidelines at any time in its sole discretion. Changes will be published on this website. You agree to be bound by the latest version of these Guidelines as published on this website. You also agree to comply with any other brand usage guidelines instituted by Lotus Bakeries from time to time. We advise you to check this website every 6 months whether the Guidelines have been amended or withdrawn.
By using our trademarks, you acknowledge that Lotus Bakeries is the holder of these trademarks and that you will not contest, challenge or interfere with Lotus Bakeries’ rights, including registration anywhere in the world of such trademarks (alone or in combination with other elements). You also acknowledge that you will not misuse or cause reputational damage to our trademarks. Any goodwill derived from using Lotus Bakeries’ trademarks will inure to the benefit of and belongs to Lotus Bakeries only. No other rights as set out herein are granted to you.
Lotus Bakeries reserves the right, at any time and in its sole discretion, without giving any justification, to revoke any authorization to use the Biscoff® brand.
Companies that would like to use more assets than allowed per these Guidelines or to look into the opportunity of co-branding, are strongly encouraged to connect directly with our local Lotus Bakeries teams to see what the requirements are and what the licensing contracts entails.