it isn't. It's a really old Belgian company that kind of was slowly there for 80 years being fine dozing off and selling their cookies on the local market. And suddenly an invention show on the local television where a finalist invented biscoff spread woke them up to innovation and it seems that in 10 years they conquered the world.
https://www.gva.be/regio/antwerpen/rivierenland/bornem/vlaan...