Lilly's Cakes

What Lilly's Cakes does

Lilly's Cakes nv/sa is a private Belgian industrial bakery headquartered in St-Gillis-Waas (Ambachtelijke Zone, Kluizenhof 19), founded in 2013 to consolidate the family recipes of three historic Belgian baking businesses — Biscuiterie Boone in Ghent, Biscuiterie Jacky in Antwerp, and waffle manufacturer Alliance in Hasselt. Its operations combine those artisanal recipe bases with what the company describes as advanced industrial production processes. The company employs between 11 and 50 staff and runs a single manufacturing site in Belgium.

The core product portfolio comprises four lines: Genoise sponge cakes (offered in 50g, 70g, and 90g formats with sprinkle toppings), cupcakes (32g or 38g with chocolate coatings and apricot, orange, vanilla, or chocolate fillings), Frangipane almond cakes (40g, 58g, or 67g, filled with apricot jam and finished with fondant icing), and Fresh Egg Waffles (Verse Eiwafel, with 20% or 32% egg, in duo and multipack packaging). Production is organized around customization for retailer brand identity, including packaging artwork adaptation. The company holds IFS, BRC, ACS, RSPO, Rainforest Alliance, Fairtrade, and (per the German site) Kosher and GMP certifications.

Lilly's Cakes operates as a B2B private label manufacturer, supplying its pastries under retailer brands to discounters, supermarkets, cash & carry outlets, the foodservice and wholesale sector, and vending machine operators across Belgium, the Netherlands, France, Germany, and the UK. Pricing is quote-based and not publicly disclosed. Sales are led by a commercial director; marketing is largely relationship-led, supported by a multilingual (nl/fr/de/en) corporate website. The company is privately held with no disclosed external investors, no parent entity, and no funding rounds on record.

Name

Lilly's Cakes

Legal name

Lilly's Cakes nv/sa

Website

https://lillyscakes.be

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Lilly's Cakes is a Belgian private label bakery that manufactures frangipane cakes, genoise sponge cakes, cupcakes, and fresh egg waffles for European discounters, supermarkets, cash & carry, foodservice, and vending operators, combining recipes from three historic Belgian bakeries with industrial production.

Ownership category

akta.pro rank

Product category

Commercial Bakery

NAICS

Commercial Bakeries (311812)

SIC

Bakery Products (2050)

akta.pro primary industry

Cake Shops & Custom Celebration Cakes (THAFAFAC)

akta.pro secondary industry

Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Private label bakery
• Artisanal pastries
• European retail manufacturing
• Frangipane cakes
• Soft egg waffles

Headquarters

HQ city

Sint-gillis-waas

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Private Label Manufacturing: Lilly's Cakes manufactures and supplies private label pastries to European retailers. Production and packaging are adapted to meet the specific brand identity and requirements of each retail client. The company bakes for discounters, supermarkets, cash & carry outlets, the foodservice sector, and vending machines.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Lilly's Cakes is a Belgian private label bakery that manufactures frangipane cakes, genoise (sponge) cakes, cupcakes, and fresh egg waffles for European retailers. Production and packaging are adapted to meet each retail client's brand identity and product specifications, with output supplied to discount stores, supermarkets, cash & carry, foodservice/wholesale operators, and vending machine companies.

Product overview

Lilly's Cakes is a Belgian artisanal bakery producing private-label pastries for European retailers. The product portfolio comprises four core offerings: Genoise Cakes (sponge cakes in various sizes with sprinkle toppings), Cupcakes (32g/38g with chocolate coating and fruit/vanilla fillings), Frangipane (almond-flavored cakes with apricot jam and fondant topping), and Fresh Egg Waffles (light waffles with 32% or 20% egg content). Products are offered under retailer private labels across discount, supermarket, cash & carry, wholesale, and vending channels. The company was formed by combining family recipes from three historic Belgian bakeries: Biscuiterie Boone in Ghent, Biscuiterie Jacky in Antwerp, and Alliance in Hasselt.

Differentiator

Problem solved

Functional benefit

Products and services

• Genoise Cake (Sponge Cake) A sponge cake available in 50g, 70g, or 90g sizes, typically topped with sprinkles (granulés/hagelslag) and filled with various options, produced as a private label item for European retailers.
• Cupcake Cupcakes in 32g or 38g sizes with white or dark chocolate coating, available with sprinkles or dragees toppings, and fillings of apricot, orange, vanilla, or chocolate (+6g), supplied as private label to European retailers.
• Frangipane Almond-flavored mazarine-type cake filled with apricot jam, topped with icing (suikerfondant), available in 40g, 58g, or 67g sizes, supplied as private label to European retailers.
• Verse Eiwafel (Fresh Egg Waffle) Light and airy waffle containing 32% or 20% egg, available plain (toastable) or sweetened with icing sugar, offered in duo and multipack packaging options, supplied as private label to European retailers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bahlsen: Bahlsen is a major German industrial biscuit and cake manufacturer with extensive private label and branded operations across Europe. It is comparable to Lilly's Cakes as a large-scale producer of cakes/pastries serving European retailers, but at significantly greater scale and brand presence.
• Lotus Bakeries: Lotus Bakeries is a Belgian branded and private label biscuit/caramelized biscuit producer with European and global distribution. Comparable to Lilly's Cakes as a Belgian-rooted bakery leveraging heritage recipes across retail channels, though Lotus operates at far greater scale and with strong consumer brand equity.
• Mondelez International: Mondelez is one of the world's largest packaged bakery/snack/confectionery manufacturers with extensive European private label and branded operations. Comparable to Lilly's Cakes as a supply option to large European retailers for cakes, biscuits, and pastries, though at dramatically greater scale and breadth.

Emerging players

• Biscuits Fossier / Karl Küffer (private label consortium): Karl Küffer is a Swiss/European industrial biscuit and pastry manufacturer serving private label retail customers. It is comparable to Lilly's Cakes as a regional mid-sized European private label pastry/biscuit producer targeting similar supermarket and foodservice channels.

Regional players

• La Maison Fossier: La Maison Fossier is a heritage French biscuit and cake manufacturer with retail and B2B channels. Comparable to Lilly's Cakes as a traditional-recipe French/European bakery, though primarily consumer-retail rather than private label.
• Biscuiterie Dandoy: Biscuiterie Dandoy is a heritage Belgian biscuit and speculoos maker, primarily retail-focused but operating in the same Belgian pastry/biscuit craft tradition. It is comparable to Lilly's Cakes as another Belgian bakery brand leveraging traditional recipes, though its go-to-market is consumer retail rather than private label.

Direct peers

• Vandemoortele: Vandemoortele is a Belgian food group with significant bakery, pastry, and dessert operations serving both B2B/foodservice and retail channels across Europe. It overlaps with Lilly's Cakes in industrial-scale production of sweet pastries and B2B distribution to retail and foodservice customers.
• Pâtisseries Gourmandes: Pâtisseries Gourmandes is a French manufacturer of private label cakes and pastries for European retailers. It is comparable to Lilly's Cakes as a similarly sized mid-market private label pastry producer, though focused on French retail channels.
• Continental Bakeries: Continental Bakeries is one of the largest European private label biscuit, cake, and pastry manufacturers, with production across multiple countries. It directly competes with Lilly's Cakes for private label bakery contracts with European supermarkets and discounters.
• St. Michel Biscuits: St. Michel Biscuits is a French industrial maker of biscuits, cakes, and waffles serving French and European retailers including private label. It overlaps with Lilly's Cakes in mass-produced sweet pastries distributed to European grocery retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Lilly's Cakes