Egg and dairy sections across the country are getting Belgian Boys products, after the food startup announced it secured over 2,000 additional points of distribution at Target, Walmart, Whole Foods, Meijer, Kroger and more, bringing total store count to over 7,000. Earlier this year, Belgian Boys made a strategic choice to move its fan-favorite breakfast line of Belgian Waffles, Bite-Sized Pancakes, Brioche French Toast, and Crêpes from the frozen aisle to its “native” location: the fresh section, which resulted in up to a 5-time increase in sales velocities at major retail locations.
“This expanded distribution is an integral part of our brand’s mission to bring tasty, European staples into households across America. We’re overjoyed by the demand from consumers and major retailers for our indulgent yet convenient breakfast offerings,” said Anouck Gotlib, CEO of Belgian Boys. “All of our breakfast assortment can be ready in a matter of minutes, which helps take the guesswork out of morning mealtime and are ideal for busy mornings. We are helping to pioneer a refrigerated breakfast destination in-store and offer consumers products that win in taste and ingredient quality.”
Belgian Boys first entered the U.S. market on a mission to bring non-GMO, premium European foods to the mainstream.
Belgian Boys has had a busy, yet pivotal 2022, with a new breakfast innovation, numerous new doors, and the shift from frozen to fresh. Recent data shows the brand’s growth for the first half of 2022 (+271%) outpaced the total category growth for frozen pancake/waffle, refrigerated prepared breakfast, and refrigerated sweet breakfast.
About Belgian Boys
Belgian Boys is a woman-owned, Brooklyn-based food startup working to create moments of joy in people’s everyday lives. Quick-and-easy breakfasts, individually wrapped cookies, and decadent desserts are delivered in whimsical, colorful packaging and prepared with a dose of fun in every bite. Belgian Boys products are made in Europe, for sharing worldwide.