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The Tobacco Industry's Strategic Pivot to the Grocery AisleA comprehensive new investigation published in the American Journal of Public Health (AJPH) has exposed how titans of the tobacco industry seamlessly transitioned their controversial business practices into the food sector. After acquiring major food brands in the late 20th century, companies like RJ Reynolds and Philip Morris utilized the exact same playbook used to sell cigarettes to engineer and market ultra-processed foods (UPFs). This strategic crossover fundamentally altered the global food landscape, prioritizing consumer addiction over nutritional value.Engineering Addiction: From Nicotine to Hedonic FoodsAccording to Tera Fazzino, a psychology professor and addiction researcher at the University of Kansas, an analysis of over 100 previously secret industry documents proved that tobacco executives replicated their international tobacco strategies to build their food businesses. The primary focus was on optimizing product formulations to create a rapid, fleeting sense of reward.Maximizing Hedonic Impact: Formulations of carbohydrates and fats were optimized for rapid delivery to the brain's reward centers.Portion Manipulation: The introduction of king-sized food items directly mirrored the strategy behind king-sized cigarettes.Illusion of Health: The development of light and reduced-fat UPFs was borrowed directly from the tobacco industry's creation of light cigarettes, designed specifically to retain health-conscious customers who might otherwise quit.Targeting Children: Following Philip Morris's acquisition of Kraft in 1988, the company launched Lunchables. Laura Schmidt, a health policy professor at UC San Francisco, noted that product designers used psychological research to target children's underlying drives for independence, autonomy, and play.The Cognitive and Cardiovascular Toll of UPFsThe health ramifications of applying addiction-driven frameworks to everyday foods are now becoming undeniably clear. During the AJPH press briefing, Cindy Leung, a public health nutrition professor at Harvard, highlighted the severe cognitive risks associated with high UPF consumption. Because clinical trials on long-term nutrition are often impractical, experts rely on robust observational studies that are considered biologically plausible.The data reveals that individuals with diets high in UPFs face:A 58% higher risk of developing dementia.A 46% higher risk of developing mild cognitive impairment.An overall 47% higher risk of experiencing either of these cognitive decline outcomes.Furthermore, UPFs are heavily linked to a rise in cardiovascular diseases and certain cancers, drawing a grim parallel to the historical public health battles fought against the tobacco industry.Political Movements and Flawed Agricultural SubsidiesThe growing outrage over UPFs has fueled political movements like Make America Healthy Again (Maha). While experts like nutritionist Marion Nestle applaud the movement for shifting the blame away from a lack of personal willpower and onto the food industry, they warn that current policy directions are actively exacerbating the crisis.Instead of redirecting government corn subsidies toward whole fruits and vegetables, current policies continue to prop up the production of high fructose corn syrup, a cornerstone ingredient in UPFs. Additionally, efforts by the Trump administration to reduce enrollments in the Supplemental Nutrition Assistance Program (Snap) threaten to limit public access to affordable whole foods, pushing lower-income populations further toward cheap, ultra-processed alternatives.The Looming Regulatory Reckoning for Food ManufacturersAs the scientific evidence linking UPFs to severe health crises mounts, the food industry is facing a landscape increasingly reminiscent of the 1990s tobacco lawsuits. With Philip Morris having rebranded as Altria, and Kraft merging with Heinz to form Kraft-Heinz, these corporate giants may soon face intense regulatory scrutiny. As public awareness shifts from personal diet choices to systemic industry manipulation, we can expect a surge in legislative demands for transparent formulation practices, stricter marketing limits on child-targeted foods, and a fundamental overhaul of agricultural subsidies.

Around 15 years ago, Ashley Markle was introduced to a culinary curiosity that would later become a global phenomenon. While staying at her aunt's house, she encountered a small, plastic-wrapped biscuit that would forever change her perception of cookies. What began as an unknown airline snack evolved into one of the fastest-growing biscuit brands in the US, with Markle becoming an unwitting early adopter of what would become a cultural movement.The spiced caramel biscuit, created in 1932 by Belgian company Lotus, has experienced remarkable peaks in popularity over the past decade. From being described as 'crack in a jar' in 2014 to becoming a staple in freakshakes in 2016, the brand has consistently found new ways to capture consumer interest. The pandemic home-baking boom in 2021 propelled Biscoff into social media stardom, with chef Jon Watts demonstrating multiple Biscoff recipes on daytime television.In January 2026, Biscoff experienced another viral surge, particularly on TikTok and Instagram, where users obsessively shared recipes for a 'Japanese cheesecake' featuring the biscuits. Markle, a social media creator specializing in snack recipes, has seen her Biscoff-related content accumulate millions of views, including a cheesecake recipe that garnered over 4 million views and a two-ingredient cookie recipe with 5.6 million views.The phenomenon extends beyond social media. A teacher named Raj developed such an affinity for Biscoff that he purchased multiple boxes, declaring: 'I'd smoke Biscoff if I could.' At his school, colleagues use the biscuits as incentives for students to attend tutoring sessions, demonstrating the brand's cultural penetration.Food industry experts attribute Biscoff's success to several converging trends. Lisa Harris, co-founder of food consultancy Harris and Hayes, explains: 'Biscoff isn't a single trend in itself, more an expression of various converging trends.' The brand taps into nostalgia, accessible indulgence, and versatility, allowing it to appear in everything from drinks to ice cream to desserts.The brand's partnerships with other companies exemplify modern 'collab culture', with Harris noting that products with distinctive flavors often develop a life of their own among consumers. 'Fans run with it and feel as if they have ownership over the product as much as the brand itself does,' she observes.Lotus Bakeries has responded strategically to the social media buzz. The company is removing the Lotus embossing from biscuits, replacing it with the word Biscoff to better resonate with younger shoppers. Niamh Leonard-Bedwell, fast-moving consumer goods editor at The Grocer, notes: 'In the week to January 17, their volume sales were up 30% on the same time last year.'The business impact has been substantial. In its 2025 annual results, Lotus announced a 10% revenue increase, with more than half coming from the Biscoff brand. The company has expanded internationally with factories in the US and Thailand, with founder's grandson Jan Boone declaring: 'We want to conquer the world.'Despite its sweet reputation, Biscoff is venturing into savory territory with recipes like prawns in Biscoff sauce and creamy Biscoff duck breast. However, chef Jon Watts remains skeptical about these applications, preferring the biscuit's traditional uses in desserts and treats.Industry analysts believe Biscoff's universal appeal will sustain its popularity. Unlike divisive trends like matcha, Biscoff offers a 'quite universally likable flavor' that balances novelty with familiarity. As Kiti Soininen of Mintel notes: 'If it's that sort of safe adventure, where it's got that newness, that freshness, but it's pairing that with familiarity – that hits the mark with a lot of people.'Despite growing concerns about ultra-processed foods, Biscoff's traditional positioning may insulate it from criticism. There's a disconnect between how products are classified and consumer intuition, with Soininen observing: 'If my grandmother can have bought this then it can't be truly ultra-processed.'With retailers developing Biscoff-inspired products including porridge, tea, popcorn, and breakfast cereal, the trend shows no signs of abating. As Markle predicts: 'I don't see anybody deciding that they don't like Biscoff any more.'