Wheeler Wood, owner of Biscotti Goddess says it’s all about the packaging.

“You can have the crappiest product but if you put it in a pretty package, it will sell itself,” he said jokingly.  

If the cranberry chocolate biscotti we snacked on is any sign, they’re hitting a double whammy of primo packaging and tasty coffee biscuit.

His company also owns the rights to National Biscotti Day, which falls the same day as National Coffee Day and National Heart Day — that last one was unintentional.