Belgian Boys, a women-led company known for sparking moments of joy in people’s lives with delicious European-inspired foods, launched two new refrigerated breakfast products: Griddle Pancakes and Bite-sized Belgian Chocolate Chip Pancakes. 

Belgian Boys strives to support families by making their morning routine as stress-free as possible. The addition of these two new items is building on Belgian Boys’ core assortment of breakfast offerings: Belgian Waffles, Crepes, and Bite-Sized Pancakes, which were designed to be quick, mess-free, and snackable. Always in whimsical, colorful packaging and without GMOs, artificial flavors or preservatives. 

“Our original mini pancakes are a massive hit with my kids. They love dipping them in chocolate we get from home in Belgium,” said Belgian Boys CEO Anouck Gotlib. “So, adding Belgian chocolate chips to our bite-sized pancakes was only natural—and you can really taste the richness and quality of our chocolate baked right in. I like to say that our griddle pancakes are toppable and unstoppable! They are delicious drizzled with syrup, and topped with berries, or as a sweet & savory breakfast sandwich.”

Target will release both items exclusively on June 1 (SRP $6.99). Griddle Pancakes are a long-requested addition to the Belgian Boys lineup, both from retail partners and consumers. This European version of a traditional “American-style” pancake is a perfect fit alongside Belgian Boys’ Belgian Waffles, Crepes, and Bite-Sized Pancakes. They are heated in about one minute in the toaster, stovetop, or microwave.

Bite-sized Belgian Chocolate Chip Pancakes are building off of Belgian Boys’ best-selling breakfast item: the original bite-sized pancakes– a family favorite for breakfast and lunch boxes. The fluffy bite-sized pancakes are one place where Belgian Boys is making European foods mainstream– bringing the poffertjes, or Dutch mini pancakes, and Belgian Chocolate to an American audience. 

About Belgian Boys
Belgian Boys Belgian Boys is a women-led company sparking moments of joy in people’s lives with delicious European-inspired foods. Quick-and-easy breakfasts allow busy families to start their day with happiness baked into every bite—and always in whimsical, colorful packaging and without GMOs, artificial flavors or preservatives. You can find Belgian Boys in the refrigerated section at retailers nationwide including Target, Walmart, Costco, Publix and more.