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Working on the Lifestyle desk at Daily Star, I'm often writing articles about Biscoff launching new products that foodies go mad for – from cakes to ice cream.
It is the biscuit spread that people seem to love the most.
Just a quick search of Twitter and the adjectives used to describe it include "euphoric", "amazing" and "God level food".
But confession time – I'd never tried it…
With so much hype, I decided it was time to give in and give it a go for myself.
Seeing as I'm a massive fan of Nutella spread, I was hoping I would get a similar result to the happiness I feel when that chocolately toast topper hits my tongue.
There was only one big problem – I don't like Biscoff biscuits.
Now when I say I don't like them, I mean I will force one down if I'm desperate, but they're definitely not anywhere near the top of my biscuit list.
To me, they taste bland and dry and are the kind of biscuit people would eat when there weren't such things as chocolate Hob Nobs around.
It's only in recent years that they've become fashionable again as Instagram foodies were probably convinced to use them in their recipes.
Now there's a daily stream of new Biscoff recipes, with more than 450,000 posts on Instagram about the spread.
Despite my disdain for Biscoff biscuits themselves, I was still convinced to try out the spread, with friends telling me it was on "another level".
So I went in with the best of intensions and purchased a jar at my local B&M one day as I was browsing the shelves.
Full of hope, I went straight for the cutlery draw when I got home and dived in for my first try.
And… the disappointment hit me in waves.
It just tasted like Biscoff biscuits (unsurprisingly), just mashed up ones.
Again, I got that bitter, boring, bland result that did nothing to tantalise my taste buds.
With Nutella, I'm diving for another spoonful before even swallowing the first, but with this I didn't fancy going back for more whatsoever.
I have to hand it to whoever has done the marketing for the Biscoff spread, they've really done a good job to convince everyone that it's so great.
Like what you see? Then fill your boots…
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With so many other amazing spreads out there – from salted caramel to hazelnut white chocolate ones – I struggle to see why this is the one at everyone's shopping list,
But hey, each to their own I guess.
I can safely stay that I'll be sticking to my Hob Nobs when it comes to having a biccie with my tea and Nutella when it comes to my spread of choice – so you can all keep your Biscoff spread thank you very much!
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