DELTA'S BISCOFF COOKIES WERE SUPPOSED TO BE TEMPORARY. THEN PASSENGERS FELL IN LOVE

Summary from the TLDR Founders newsletter

A peanut shortage gave an unfamiliar Belgian cookie access to Delta's passengers in 1986. The airline says the replacement was supposed to be temporary, but passengers began calling headquarters to ask where they could buy Biscoff. Lotus answered with mail order in the 1990s, then entered major US grocery stores through Kroger in 2006. Delta now serves 70 million packs a year. For a product customers need to try first, look for a business that already serves them and needs something inexpensive to hand out, then give those customers somewhere to reorder.