Launching today: Belgian Boys reinvents ‘breakfast in a minute’
By Gill Hyslop
- Last updated on
Belgian Boys – the woman-owned startup, passionate about introducing European treats to Americans – has launched its toaster-ready Brioche French Toast exclusively in Target stores.
Committed to quick-and-easy breakfasts that are equal parts great taste and fun, the Brioche French Toast can be found in the refrigerated aisle, alongside other morning staples like eggs and yogurt.
The treat is convenient and very simple to make in a toaster or pan-fried and made with non-GMO ingredients, free from palm oil, artificial flavours and preservatives.
“We believe that when it comes to indulging, we should indulge well,” said Anouck Gotlib, CEO of Belgian Boys.
“Our Brioche French Toast takes what used to be a messy, time-intensive weekend pleasure and turns it into a quick and easy any-day breakfast. Now more than ever, we want to give our community another delicious way to turn up the happy. This is our invitation to enjoy a heavenly yet classic morning meal before tackling the day ahead.”
The new offering is rolling out in 600+ Targets across the US, with a bigger rollout in the summer. Each box contains four slices of Brioche French Toast and has an RRP of $4.99 (on promo at Target for $3.99 for the month of February).