What Belgian Boys does

Belgian Boys (legal entity: B Boys Inc., d.b.a. Belgian Boys) is a privately held, women-led, family-founded packaged-food company founded in 2015 and headquartered at 240 Kent Avenue, Brooklyn, New York. The company manufactures and distributes European-inspired frozen and refrigerated breakfast products for the U.S. consumer market, with a five-SKU core portfolio consisting of Original Crêpes, Original Belgian Waffles (brioche dough with pearl sugar), Bite-Sized Pancakes, Bite-Sized Belgian Chocolate Chips Pancakes, and the limited-edition Game-Day Crêpes. Production is in nut-free facilities for select products, and the portfolio is certified Kosher by Triangle K with no artificial flavors, colors, or preservatives. The company sells heat-and-eat convenience items at price points ranging from $6.99 to $34 per package, with products distributed through 12,000+ retail doors across Target, Walmart, Kroger, H-E-B, and Costco, plus direct-to-consumer e-commerce via a Shopify-powered storefront at belgianboys.com.

The company's go-to-market is product-led growth centered on TikTok as both a marketing channel and a lightweight R&D engine for trend detection, supplemented by influencer partnerships, earned media in publications such as Forbes and BuzzFeed, and a community rewards program (BB Rewards) on the TYB platform. The primary customer persona is busy U.S. parents and families seeking quick, high-quality breakfast and snack solutions for weekday mornings and lunchboxes, with the addressable market described as shifting from coastal urban consumers toward Midwest and Southeast households. The company was co-founded by Greg and Joel Davidovici; Greg met CEO Anouck Gotlib on a flight from Brussels to New York, and the brand has grown from a startup to nationwide distribution without disclosed institutional control beyond approximately $8.6 million of outside capital raised across 2021–2022, led by a $7 million round from Camino Partners in March 2022. The business has no disclosed parent company, no acquisitions, and operates with 11–50 employees, making it a small but distribution-rich CPG operator in scale-up mode.

Name

Belgian Boys

Legal name

B Boys Inc.

Website

https://belgianboys.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Belgian Boys is a Brooklyn-based, women-led CPG brand founded in 2015 that manufactures European-inspired frozen and refrigerated breakfast products — crêpes, waffles, and bite-sized pancakes — selling in 12,000+ U.S. retail stores including Target, Walmart, Kroger, H-E-B, and Costco, primarily serving busy parents and families.

Ownership category

akta.pro rank

Product category

Frozen Breakfast Foods

NAICS

Food Manufacturing (311), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

akta.pro secondary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Frozen breakfast foods
• European-inspired pastries
• Heat-and-eat waffles
• Ready-to-eat crêpes
• Bite-sized pancakes

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Sales: Belgian Boys generates revenue through selling frozen breakfast food products via major retail chains including Target, Walmart, Kroger, H-E-B, and Costco. Products are sold as heat-and-eat convenience items at various price points ranging from $6.99 to $34 per package.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Belgian Boys is a women-led, family-founded CPG company that manufactures and sells European-inspired frozen and ready-to-eat breakfast and snack products including bite-sized pancakes, Original Belgian Waffles, Original Crêpes, and limited-edition seasonal items. Products are sold through major U.S. mass retailers including Target, Walmart, Kroger, H-E-B, and Costco, as well as directly through the company's Shopify-powered website. The portfolio emphasizes authentic Belgian recipes, clean ingredients (non-GMO, no artificial flavors/colors/preservatives), nut-free production, and Kosher certification.

Product overview

Belgian Boys is a women-led, family-founded company specializing in European-inspired breakfast foods. The product portfolio includes five core offerings: Bite-Sized Pancakes (plain), Bite-Sized Belgian Chocolate Chips Pancakes (with chocolate chips), Original Belgian Waffle (brioche dough with pearl sugar), Original Crêpes, and limited-edition Game-Day Crepes (soccer-themed with stencil design). All products are positioned as convenient, heat-and-eat breakfast options designed for busy parents and families, with emphasis on quality ingredients and European authenticity.

Differentiator

Problem solved

Functional benefit

Products and services

• Bite-Sized Pancakes Heat-and-eat mini pancakes made with just the right sweetness, nut-free and produced in a nut-free facility. Can be microwaved, packed in lunchboxes, or topped with favorite toppings; targeted at busy parents and families seeking a quick breakfast or snack option.
• Bite-Sized Belgian Chocolate Chips Pancakes Heat-and-eat mini pancakes loaded with real Belgian chocolate chips, made with balanced sweetness and nut-free; produced in a nut-free facility. Targeted at kids and families seeking a sweet, convenient breakfast or dessert option.
• Original Belgian Waffle Waffles made from decadent brioche dough with real bits of pearl sugar baked in, delivering a signature chewy-with-a-crunch texture. Dairy-free and nut-free, versatile as a grab-and-go item, lunchbox snack, or warmed with gelato topping; targeted at consumers seeking an authentic Belgian breakfast experience.
• Original Crêpes Versatile ready-to-use crêpes for folding, rolling, and filling. Dairy-free and nut-free; can be used for PB&J sandwiches, fruit fillings, or Nutella toppings. Targeted at families seeking an authentic European crêpe experience at home.
• Game-Day Crêpes Limited-edition ready-to-eat crêpes featuring a custom soccer ball stencil design and powdered sugar. Made with an improved dairy-containing recipe while remaining nut-free; targeted at sports-themed seasonal occasions and families looking for themed breakfast/snack options.
• Bite-Sized Waffles First waffle product from the brand in bite-sized format, debuting at Costco as a 90-count club pack. Targeted at families seeking convenient, portion-controlled waffle breakfast options.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• Breeze AirwaysminorGTM or Marketing Partner · 3 June 2026Belgian Boys partnered with Breeze Airways for an on-pack sweepstakes on the Game-Day Crêpes product. Consumers can win two round-trip flights, a two-night hotel stay in Providence, R.I., and $1,000 toward a soccer-themed getaway. The sweepstakes runs from April 10, 2026 to June 30, 2026.
• ShopifycoreTechnology or IntegrationShopify powers the Belgian Boys online e-commerce store at belgianboys.com, providing the platform infrastructure for online sales.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kodiak Cakes: Kodiak Cakes is a direct competitor in better-for-you frozen and pantry breakfast (pancakes, waffles, baking mixes), sold through mass retailers and grocery. Overlaps with Belgian Boys on pancakes/waffles, clean-label positioning, and Target/Walmart/Kroger distribution.
• Van's Foods: Van's is a leading better-for-you frozen breakfast brand (waffles, pancakes) distributed nationally in grocery and mass channels. Closely comparable to Belgian Boys on product format (frozen waffles/pancakes), target consumer (families), and clean-label positioning.
• Simple Mills: Simple Mills is a fast-growing better-for-you snack and baking brand in Target, Kroger, and natural channels. Overlaps with Belgian Boys on clean-label, no-artificial-ingredient positioning and on-shelf presence in better-for-you center-store and frozen.
• Bobo's: Bobo's is a better-for-you baked snack brand (oat bars, bites) with national distribution and a similar natural/conventional split. Comparable on positioning, family/parent target consumer, and mass retailer footprint.
• Banza: Banza is a better-for-you brand extending from chickpea pasta into frozen waffles and snacks, sold in Target, Kroger, Whole Foods, and Costco. Comparable product-format overlap (frozen waffles), cleaner ingredient positioning, and family-friendly target consumer.
• Feel Good Foods: Feel Good Foods produces better-for-you frozen appetizers, wraps, and snacks sold in mass grocery. Comparable as a frozen, authentic-ethnic, clean-label CPG brand targeting busy families in mainstream retailers.

Broad incumbents

• Annie's Homegrown (Annie's Inc.): Annie's (a General Mills brand) is a broader better-for-you family food brand spanning snacks, meals, and baking sold nationally. Comparable on family-focused, better-for-you positioning and on-shelf presence across the same retailers as Belgian Boys.
• Kellogg's Eggo: Eggo is the mass-market frozen waffle category leader owned by Kellanova. Comparable as the dominant frozen breakfast incumbent sharing the same freezer/now-fridge aisle across Target, Walmart, Kroger, and Costco.

Emerging players

• Enjoy Life Foods: Enjoy Life is an allergen-friendly (nut-free, gluten-free) snack brand distributed in mass grocery. Comparable on nut-free, allergen-conscious positioning and as a free-from family-friendly CPG brand in mainstream retailers.

Others

• Trader Joe's (private label): Trader Joe's operates an extensive private-label frozen breakfast portfolio that competes for share-of-wallet with Belgian Boys within the better-for-you, family-occasion frozen segment, especially on price-per-pack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Belgianboys
• LinkedInlinkedin.com/company/belgian-boys
• Instagraminstagram.com/belgianboys
• TikToktiktok.com/@belgianboys
• Xx.com/belgianboys

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Belgian Boys