If 2025 had a flavor, it’d taste like cookie butter , that cozy, caramel-spiced spread that’s suddenly everywhere.
What started as a quiet cult favorite has become a full-blown internet obsession. From TikTok creators turning jars into dessert recipes to Amazon shoppers buying 10K+ Lotus Biscoff jars a month, cookie butter has leapt from grocery aisles into our collective cravings.
Cookie butter isn’t just a spread anymore. It’s a movement , a mix of nostalgia, comfort, and virality that’s reshaping how we snack.
How TikTok Turned Cookie Butter Into a Full-On Flavor Movement
Like most food obsessions, cookie butter didn’t explode overnight , it simmered on TikTok until one dessert after another sent everyone spiraling.
For me, it started with Publix’s Biscoff Cookie Butter Cake. One viral video after another showed thick, caramel-colored frosting, crushed Lotus cookies on top, and captions like:
“This is insane.”
“Publix said no diets this fall.”
“I need this for my birthday, no questions.”
That was the first spark. But the real wildfire came a few weeks later when CHIPS AHOY! dropped their Cookie Butter-Inspired Cookies for the holidays. Suddenly my feed was nothing but taste-tests , people pulling apart chewy cookies stuffed with cookie-butter filling, losing their minds on camera.
“They smell amazing.”
“It’s giving sugar-cookie meets Biscoff.”
“Break my scale, 10/10.”
Between Publix’s decadent cake and Chips Ahoy’s chewy twist, cookie butter officially had a main character moment.
Amazon Proves Cookie Butter is More Than a Fad
Meanwhile, Amazon analytics told a story TikTok already knew , cookie butter had gone mainstream.
The Lotus Biscoff Cookie Butter Spread (25.4 oz) quickly became an Overall Pick, boasting 4.7 stars from over 5,000 reviews and that eyebrow-raising stat: 10K+ bought this month.
“This stuff is basically dessert in a jar,” wrote reviewer Jared B., “sweet, a little spiced, and downright addictive.”
“Better than peanut butter,” added Paula M., “I want to thank whoever invented this.”
“OMG it’s super creamy, tastes like heaven, and it’s truly addictive,” shared Mariangel in October 2025.
Each review basically said the same sentiment: this spread isn’t just delicious , it’s habit-forming.
The Psychology of Cookie Butter: Why We’re Hooked
Cookie butter’s secret isn’t only its taste , it’s how it feels.
As B The Communications Agency notes, nostalgic flavours trigger comfort and familiarity through scent and sweetness. That caramelized, spiced profile taps into the same cozy memories as childhood desserts.
For Millennials and Gen Z, it’s the perfect emotional snack: nostalgic, spoonable, and photogenic. It’s comfort food for the algorithm era.
“Just like peanut butter, but with an oatmeal-cookie taste,” one Amazon reviewer wrote.
“Too good , it should be illegal,” confessed another.
From Spreads to Snacks: Cookie Butter Everywhere
By fall 2025, cookie butter stopped being just a jarred spread , it became a flavor platform.
Brands jumped on the trend:
- CHIPS AHOY! Cookie Butter Cookies , chewy, white-fudge-chipped, and filling-stuffed.
- Dunkin’ Cookie Butter Cold Brew , a winter cult drink.
- Trader Joe’s Cookie Butter Ice Cream , returning seasonal favorite.
- Monin Cookie Butter Syrup , for coffee shops and home baristas.
Even niche food creators are swirling it into protein powder, fudge, and cheesecakes. The speculoos flavor basegives brands endless ways to remix it , which keeps the trend fresh and SEO-friendly across food niches.
The Cookie Butter Economy: Comfort Sells
Behind the sweetness is a powerful marketing story.
Cookie butter thrives because it offers affordable indulgence , a $5 jar that feels like self-care. It taps into what economists call the Lipstick Effect: when times are tough, consumers skip big luxuries but spend on small ones that offer emotional reward.
According to Deloitte’s 2025 Consumer Tracker, food and beverage top the list of “micro-splurges,” giving shoppers comfort without guilt.
Cookie butter sits perfectly at that intersection of nostalgia, novelty, and comfort.
It fits the same psychology that drives the rise of seasonal flavors (pumpkin spice, brown butter,
What’s Next for Cookie Butter in 2026
Will the cookie-butter craze fade or evolve? Early signals suggest evolve.
Search data shows +900% growth in terms like:
- cookie butter protein powder
- healthy cookie butter
- vegan cookie butter spread
Expect to see it in breakfast bars, coffee syrups, and even “high-protein cookie butter snacks” on TikTok in early 2026.
