PMSweet
PMSweet is a Belgian B2B manufacturer of artisanal macarons serving HORECA professionals (hotels, restaurants, catering) and retail chains across 30+ countries. It operates a 17,000m² automated facility producing over 1 million macarons daily, with €95M revenue in 2025.
- Company typePrivate
- Founded2011
- HeadquartersVivegnis, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What PMSweet does
PMSweet SA is a privately held Belgian manufacturer of artisanal macarons, founded in 2011 by Michaël Labro and partnered with Philippe Lhoest in 2013. The company operates two certified production facilities in Dison, Belgium — one partially manual for artisan runs and one fully automated for industrial-scale output — enabling daily production exceeding 1,000,000 macarons. The 17,000m² facility, co-financed by the Walloon Region and the European Regional Development Fund (FEDER), centralizes production and supports both fresh and frozen (-18°C) delivery globally.
The product portfolio spans sweet macarons (16 varieties), savory macarons (9 varieties), gourmet XXL macarons, macaron shells for pastry professionals, pre-packed gift boxes, fully personalized macarons with logo/color/shape customization, plus choux and éclairs. The Nats Rawline sub-brand extends the range into raw, vegan, gluten-free, and lactose-free pastries. The company holds IFS Food, BRCGS, B Corp, Fairtrade, and UTZ certifications, and offers Halal/Kosher options on request.
The business model is exclusively B2B wholesale, serving HORECA professionals (hotels, restaurants, catering) for events and menus, and major retail chains via private label (MDD) and pre-packed retail formats. Distribution runs through local sales representatives and cold-chain logistics partners across 30+ countries, with delivery terms available EXW, CIF, and DDP. Revenue grew from €35M (2021) to €95M (2025), with headcount rising from 75 FTE to 220+ (350 including all employees in the new facility).
PMSweet firmographics
Firmographics- Name
- PMSweet
- Legal name
- PMSWEET SA
- Website
- https://pmsweet.be
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PMSweet is a Belgian B2B manufacturer of artisanal macarons serving HORECA professionals (hotels, restaurants, catering) and retail chains across 30+ countries. It operates a 17,000m² automated facility producing over 1 million macarons daily, with €95M revenue in 2025.
- Ownership category
- akta.pro rank
PMSweet industry classification
Industry- Product category
- Artisanal Confectionery Manufacturing
- NAICS
- Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)
- akta.pro secondary industries
- Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK), Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)
Keywords
Where PMSweet is headquartered
LocationHeadquarters
- HQ city
- Vivegnis
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
PMSweet business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- B2B Macaron Sales: Wholesale sales of artisanal macarons and pastries to HORECA professionals and retail chains. Products sold include sweet macarons, savory macarons, gourmet XXL macarons, macaron shells, pre-packed macaron boxes, personalized macarons, choux, and éclairs. Also offers private label/own brand (MDD) arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom B2B pricing based on volume and specifications |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels2 records
PMSweet product offering
Product offeringCore offering
PMSweet is a Belgian manufacturer of artisanal macarons and French pastries that produces and wholesales sweet macarons, savory macarons, gourmet XXL macarons, empty macaron shells, pre-packed macaron boxes, personalized corporate macarons, choux, and eclairs, plus the Nats Rawline range of raw vegan pastries. The company operates two certified production facilities (one partially manual, one fully automated) and sells exclusively B2B to HORECA professionals and retail distribution chains in Belgium and internationally.
Product overview
PMSweet is a Belgian artisan macaron manufacturer serving professionals (horeca and distribution). The product portfolio centers on handcrafted luxury pastries, primarily macarons available in sweet and savory varieties, complemented by gourmet XXL macarons, empty shells for professionals, pre-packed gift boxes, and fully personalized corporate macarons. Additional offerings include choux and eclairs, as well as the Nats Rawline sub-brand featuring raw vegan pastries. The company operates two production sites—one partially manual and one fully automated—to meet diverse professional demands.
Differentiator
Problem solved
Functional benefit
Brands
- Nats Rawline: Raw, vegan pastries and treats without gluten, lactose, or added sugar, targeting customers with specific dietary requirements.
Products and services
- Sweet Macarons (Macarons Sucrés) Handcrafted macarons with crispy almond-meringue shells and generous melt-in-the-mouth ganache cream, available in 16 varieties including blackcurrant, raspberry, chocolate, caramel, pistachio, and vanilla. Targeted at HORECA professionals and retail distribution.
- Savory Macarons (Macarons Salés) Savory macarons with the same crispy almond-meringue shell and savory fillings, available in 9 varieties including Camembert-Raspberry, Carrot-Cumin, White Truffle-Hazelnuts, and Magret Orange. Targeted at HORECA professionals for restaurant and catering menus.
- Gourmet Macarons (Macarons XXL) Extra-large gourmet macarons distinguished by size and high-quality ingredients, available in varieties such as Ispahan, Large Caramel, Chocolate-Nougatine, and Mango-Raspberry. Designed for hearty appetites and premium HORECA presentations.
- Macaron Shells (Coques pour Macarons) Empty macaron shells sold to pastry professionals to fill with their own creations, enabling customization for creative culinary applications.
- Pre-packed Macaron Boxes Elegantly packaged boxes of macarons designed by PMSweet, available in assortments of 7, 12, and 70 macarons, including gift boxes and Luxbox collections for retail and corporate gifting.
- Personalized Macarons Custom macarons decorated with client branding, logos, or personalized colors and flavors, available with up to 3 color combinations, various shapes, and presented in pyramids or individual boxes for events and corporate gifting.
- Profiteroles and Eclairs (Choux et Éclairs) Mini desserts available in 6 varieties of choux and 7 varieties of eclairs, with flavors including caramel, chocolate, raspberry, mango, vanilla, and yuzu. Sold to HORECA professionals and retail distribution.
- Nats Rawline Creations Sub-brand of raw and vegan pastries and treats that are gluten-free, lactose-free, and contain no added sugar. Includes 4 varieties of raw cakes and a range of confectioneries, addressing lifestyle choices and intolerances.
Quantifiable outcome
- Production capacity increased from 10,000 to over 1,000,000 macarons per day
- +1 more outcomes
Companies that use PMSweet
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
PMSweet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
PMSweet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Logistics PartnersminorCold-chain logistics partners enabling worldwide delivery of fresh and frozen products. Partners handle transportation by truck, plane, or ship with temperature-controlled conditions.
Scale indicators8 records
Recent moves8 records
Expansion highlights4 records
PMSweet competitors and assessment
Company assessmentBroad incumbents
- Mondelez International: Global snack and confectionery major (Oreo, Cadbury, Toblerone); comparable as a B2B/retail snack food manufacturer with global distribution, though vastly larger and more diversified than PMSweet's macaron focus.
- Ferrero International: Global confectionery and bakery group producing Kinder, Nutella, Ferrero Rocher and Mon Chéri; comparable as a premium B2B confectionery manufacturer, though with vastly larger scale and different product mix.
- St Michel (Groupe St Michel): Major French industrial biscuit and patisserie manufacturer; broader product portfolio (cookies, madeleines, crepes) but comparable as a large-scale French B2B bakery serving retail and foodservice channels across Europe.
Direct peers
- Maison Fossier: Historic French biscuits and macarons manufacturer producing pink Reims macarons and other traditional French confections for retail; comparable in product category (French macarons/cookies) and B2B/retail distribution, though smaller scale.
- Pierre Hermé Paris: Premium French macaron and patisserie brand widely regarded as a category innovator; comparable to PMSweet in macaron product focus and premium positioning, but with a more chef-led boutique model rather than B2B industrial supply.
- Brioche Pasquier: Major French industrial bakery producing viennoiserie, cakes, and patisserie at scale for retail and foodservice; directly comparable as a B2B bakery manufacturer with similar scale ambitions and retail distribution model.
- Menissez: French industrial bakery producing viennoiserie, brioche, and patisserie products at scale for retail private label; comparable as a B2B bakery manufacturer with similar production model, though broader product range than macarons.
- Boncolac: French frozen patisserie manufacturer producing frozen desserts, macarons, and pastries for retail and foodservice; directly comparable as a B2B patisserie maker with frozen logistics expertise serving HORECA and retail.
- Belledonne (Belledonne Macarons): French industrial macaron producer serving retail and foodservice; one of the closest direct competitors as a B2B macaron manufacturer with similar private-label capabilities and European retail customers.
- Ladurée: Iconic French macaron brand with global retail and HORECA presence; directly comparable as a premium macaron maker targeting both consumers and B2B channels, though Ladurée is more brand-led while PMSweet is more B2B and industrial.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
PMSweet social profiles
Digital presencePMSweet financial estimates
Financial estimateRevenue estimate
Valuation estimate
PMSweet leadership team
Management profileNumber of profiles
Profiles4 records
PMSweet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PMSweet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PMSweet
What does PMSweet do?
PMSweet is a Belgian manufacturer of artisanal macarons and French pastries that produces and wholesales sweet macarons, savory macarons, gourmet XXL macarons, empty macaron shells, pre-packed macaron boxes, personalized corporate macarons, choux, and eclairs, plus the Nats Rawline range of raw vegan pastries. The company operates two certified production facilities (one partially manual, one fully automated) and sells exclusively B2B to HORECA professionals and retail distribution chains in Belgium and internationally.
Is PMSweet a public or private company?
PMSweet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PMSweet founded?
PMSweet was founded in 2011. It employs 11 to 50 people.
Where is PMSweet based?
PMSweet is headquartered in Vivegnis, Belgium, in the Europe region.
How does PMSweet make money?
One revenue line is on record: B2B Macaron Sales.
Who are PMSweet's main competitors?
Broad incumbents on record are Mondelez International, Ferrero International and St Michel (Groupe St Michel). Direct peers are Maison Fossier, Pierre Hermé Paris, Brioche Pasquier, Menissez, Boncolac, Belledonne (Belledonne Macarons) and Ladurée.
Does PMSweet have an API?
No public API is recorded for PMSweet.
What industry is PMSweet in?
PMSweet's product category is Artisanal Confectionery Manufacturing. Its primary akta.pro industry code is THAFAFAF, Wholesale / Commercial Bakeries (B2B Supply), with a secondary code of CRAHAJAK, Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals. Its NAICS code is 31182 and its SIC code is 2052.