TikTok’s ‘Japanese cheesecake’ trend is a missed opportunity
Published on The Grocer
If you’ve been on TikTok in the past month, chances are you’ve seen – or even tried – the ‘Japanese cheesecake’ trend. The craze has seen foodies eagerly adding Biscoff biscuits to Greek Yoghurt to make a simple, two-ingredient dessert, which purportedly tastes like cheesecake.
While it’s understood that the trend started in Japan (hence the name), it has quickly become a worldwide phenomenon. In the UK, year-on-year value sales of Biscoff biscuits have rocketed by 10.9%, on volumes up to 30.2% [NIQ w/e 17 January 2026].
Meanwhile, analysis of The Grocer’s data reveals that out-of-stocks of Greek and natural yoghurts has increased. Across the traditional big four and Waitrose, 42 lines were out of stock at the start of the month [Assosia w/e 1 February], compared with 43 this week [Assosia w/e 9 February].
Published on The Grocer, 10th February 2026.
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