Breakfast bundle
Woman-owned and led Belgian Boys has had a busy yet pivotal 2022, with a new breakfast innovation (Brioche French Toast), 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. New retail availability will be evident coast-to-coast; however, the New York-based brand is especially excited about its presence on its home turf with Whole Foods Market Northeast.
“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 is a woman-owned, Brooklyn-based food startup working to create moments of joy in everyday lives. Quick-and-easy breakfasts, individually wrapped cookies and decadent desserts are delivered in whimsical, colourful packaging and prepared with a dose of fun in every bite.
The brand has built awareness in recent years with strategic partnerships with brands like JetBlue, Drybar and Misfits Market, and is currently gearing up for new launches in 2023.
In the meantime, its Belgian Waffles, Bite-Sized Pancakes, Brioche French Toast and Crepes are available in over 7,000 locations across the US, including Target, Walmart and Whole Foods.