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Biscoff® Trademark Guidelines for Foodservice Operators

Product Requirements

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 »).

And,

  1. 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. biscuit, 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 visualising 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. biscuit, 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® biscuits 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 biscuit 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.
    • E.g.: you can use a Biscoff® biscuit next to the coffee cup or on your muffin only if you are serving it this way to your customers​.
  • The Biscoff® biscuit 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.