>"But until 1986, when Delta Air Lines began serving them as a temporary replacement for peanuts, the cookie—typically something enjoyed with a cup of coffee in a Belgian café—was practically unknown in the US. Today, Biscoff is a global phenomenon, with its manufacturer Lotus Bakeries touting it as the world’s fifth-bestselling cookie."

How do you make your unknown product known?

You put it in front of as many people as you can!

In the above case, cookies in front of airline-passengers seemed to be the winning business formula, but this is only one example of a product meeting a market at a specific interface/connection point, with the Delta customers' drop-down in-flight tray tables being that "connection point".

In the study of business, this is one example (or subcase) of that much broader pattern...

Still, it's a pretty cool example! :-)