Belgian Boys Adds 2K Distribution Points for its European-Inspired Breakfasts
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.”