That's not the whole story: Leibniz was asked once to develop military rations, and suggested to use zwieback (rusk?). That's why Bahlsen named his biscuits "Leibniz Keks". And "keks", which is now a standard word in German for biscuits, is just a phonetic spelling of English "cakes". Interestingly, "keks" is singular, and the plural is "kekse". There was actually a discussion at the beginning of the 20th century (when the word was accepted to enter the Duden dictionary) that the correct singular version should be "kek" (phonetic spelling of "cake").