Royco Professional
Royco Professional is the Belgian B2B arm of the Royco instant soup brand, owned by GB Foods Belgium, selling dehydrated soups, accessories, and vending machines to offices, Horeca, vending operators, and Belgian consumers.
- Company typePrivate
- Founded-
- HeadquartersPuurs-Sint-Amands, Belgium
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Royco Professional does
Royco Professional is the Belgian B2B and consumer arm of the Royco instant soup brand, owned and operated by GB Foods Belgium NV/SA (a subsidiary of the European food conglomerate GB Foods Group, headquartered at Rijksweg 16, 2870 Puurs-Sint-Amands). The company manufactures and distributes dehydrated instant soup products built on a natural-dehydration process that preserves taste, aroma, color and vitamins without preservatives: vegetables are harvested at peak ripeness, naturally dried, then ground or cut into powder/small pieces for rehydration with hot water by the end user.
Its product portfolio spans three soup lines (Classic, Crunchy premium with croutons, and Soup of the World with China, Morocco, and Thailand-inspired flavors), sold in two packaging formats — Small Box (3–4 sachets) for retail consumers and Big Box (20–25 sachets, EUR 18.92) for professional users. Royco monetizes through four revenue streams: consumer retail sales via all major Belgian supermarket chains (Albert Heijn, Colruyt, Delhaize, Carrefour, Aldi, Lidl, Cora, Intermarché, Match, Spar, Collect & Go); direct B2B product sales to offices, Horeca, sports clubs, and vending operators via a dedicated field-sales team and the shop.royco.be e-commerce platform; vending machine provision and service (Q-line hardware, free installation, water-quality testing, annual maintenance, multiple payment systems); and the MyB'eats digital loyalty app driving repeat purchasing.
The go-to-market is hybrid: enterprise field sales for medium and large B2B accounts, self-serve e-commerce for smaller businesses and consumers (with free shipping in Belgium above EUR 50), and channel partner distribution through retail chains and vending distributors such as Miko Coffee Service. No direct revenue, headcount beyond the 5-person brand team, or independent financial data are disclosed; Royco is consolidated within GB Foods Belgium and the broader GB Foods Group, which operates entities in Belgium, France, Germany, Finland, and Sweden.
Royco Professional firmographics
Firmographics- Name
- Royco Professional
- Legal name
- GB Foods Belgium NV/SA
- Website
- https://royco.be
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Royco Professional is the Belgian B2B arm of the Royco instant soup brand, owned by GB Foods Belgium, selling dehydrated soups, accessories, and vending machines to offices, Horeca, vending operators, and Belgian consumers.
- Ownership category
- akta.pro rank
Royco Professional industry classification
Industry- Product category
- Instant Soup Products
- NAICS
- Dried and Dehydrated Food Manufacturing (311423)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Soups, Broths & Meal Starters (CRADAAAF)
- akta.pro secondary industry
- Food & Beverage DTC (CRAFACAD)
Keywords
Where Royco Professional is headquartered
LocationHeadquarters
- HQ city
- Puurs-Sint-Amands
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Royco Professional business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Retail Sales: Royco sells instant soup products (Small Box format, 3 sachets) through major Belgian retail chains including Albert Heijn, Colruyt, Delhaize, Carrefour, Aldi, Lidl, Intermarche, Match, Spar, and Collect & Go. Consumers purchase products off-shelf in grocery stores.
- B2B Product Sales: Royco sells Big Box (20–25 sachets) and vending-format products directly to businesses including offices, Horeca establishments, sports clubs, and vending operators via dedicated B2B sales force, account managers, and the shop.royco.be e-commerce platform. Sales are transaction-based with volume-based product pricing.
- Vending Machine Provision & Service: Royco installs and services professional soup vending machines at B2B locations. The offering includes free installation, free annual maintenance, water quality testing, filter replacement, and general technical support. Machines are pre-programmed in the Royco workshop before on-site installation. Payment systems include tokens, coin systems, coin-free systems, or free soup options.
- Loyalty Program (MyB'eats): Royco operates a digital loyalty program via the MyB'eats app where B2B customers earn points by uploading purchase invoices, which can be redeemed for Royco products and discounts. This drives repeat purchasing and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-unit pricing for B2C and B2B retail |
| Other | Pay-as-you-go | Free shipping threshold for Belgium |
| Unit Pricing | Pay-as-you-go | Accessory products priced per unit |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Royco Professional product offering
Product offeringCore offering
Royco Professional, a brand of GB Foods Belgium NV/SA, manufactures and markets instant dehydrated soups (Classic, Crunchy and Soup of the World ranges) and the Royco Cacao beverage, sold in single-sachet, Small Box and Big Box formats. The business operates two distinct go-to-market channels: B2C sales via national supermarket chains and the shop.royco.be e-commerce site, and B2B sales of bulk packaging, professional vending machines and soup accessories (mugs, cup trays, twister dispensers, cup holders, plateaux, kettles) to offices, Horeca and vending operators.
Product overview
Royco Professional is a Belgian instant soup brand under GB Foods Belgium, offering a comprehensive portfolio of powdered soup products and professional hospitality solutions. The core offering consists of two main soup lines: Classic instant soups (tomato, leek, chicken, vegetable, pea-ham varieties) and Crunchy premium soups with crispy crouton toppings (tomato, pumpkin, goulash, Saint Germain, poultry, asparagus, mushroom, curry, meatball varieties). Recent additions include Soup of the World international flavors (China, Morocco, Thailand). Products are available in Small Box (3-4 sachets) for retail consumers and Big Box (20-25 sachets) for professional users. The company also provides automated soup vending machines (Q-line) for high-volume environments, plus a full range of branded accessories (mugs, cup trays, twisters, holders, serving trays, metal signs). A digital loyalty program through the MyB'eats app allows B2B and B2C customers to earn rewards. Distribution spans Belgian supermarkets (Albert Heijn, Colruyt, Aldi, Carrefour, Cora, Delhaize, Intermarché, Lidl, Match, Spar, Collect & Go) and a dedicated B2B webshop.
Differentiator
Problem solved
Functional benefit
Products and services
- Royco Classic Soups Range of twelve traditional instant dehydrated soups including Tomate, Poree, Groente, Tomaat room, Vermicelli and Kippensoep, sold in single-sachet, Small Box and Big Box formats for Belgian consumers and B2B buyers.
- Royco Crunchy Soups Instant soup range bundled with crunchy crackers, providing a complete snack-and-soup combination for consumers and break-time use in offices.
- Royco Soup of the World Themed range of instant dehydrated soups drawing on international flavour profiles such as Dutch, Spanish and Mexican recipes, marketed to consumers and B2B buyers looking for variety beyond the classic Belgian line-up.
- Royco Cacao Instant hot chocolate drink produced by Royco and sold alongside the soup range in retail and B2B formats for offices, Horeca and vending.
- Royco Professional Vending Machines Professional vending machines supplied and serviced by Royco for B2B customers (offices, Horeca and vending operators) to dispense Royco soups and Cacao on-site.
- Royco Soup Accessories Range of branded and generic accessories sold alongside Royco soups, including Mug, Cup Tray, Twister dispenser, Tassenhouder cup holder, Vending Pack, Plateau, Metal Plate and Kettle, for office, Horeca and vending use.
Quantifiable outcome
- Royco Tomates Légumes contains 36–39% vegetables. 100g of dried vegetables can contain more nutrients than the same amount of fresh vegetables due to water removal concentrating nutrients.
- +2 more outcomes
Companies that use Royco Professional
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Royco Professional technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Royco Professional partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Miko Coffee ServicecoreMiko Coffee Service is Royco's coffee equipment partner that introduced Royco soups to corporate client Delaware. Miko had Royco in its assortment and facilitated the initial contact between Delaware and Royco's B2B sales representative. This partnership leverages shared access to corporate break room environments.
- MyB'eatscoreMyB'eats is a digital loyalty app through which Royco runs its B2B savings program. B2B customers download the app, upload purchase invoices, and automatically earn points redeemable for Royco products and discounts. The partnership enables Royco to digitize its loyalty program and track B2B purchasing.
- Albert HeijnminorAlbert Heijn is a major Dutch-Belgian supermarket chain that stocks Royco products in its Belgian stores. This is a standard retail distribution partnership where Royco products are sold off-shelf to consumers.
- Colruyt Group (incl. Collect & Go)minorColruyt Group operates Colruyt and Bio-Planet stores and the Collect & Go online grocery service across Belgium. Royco products are available both in physical Colruyt stores and through Collect & Go online ordering.
- DelhaizeminorDelhaize is a major Belgian supermarket chain operating under multiple banners (Delhaize, Proxy, Spar). Royco products are sold through Delhaize stores across Belgium.
- CarrefourminorCarrefour Belgium is a major hypermarket and supermarket chain. Royco products are sold through Carrefour physical stores and online at drive.carrefour.eu.
- AldiminorAldi Belgium is a discount supermarket chain. Royco products are distributed through Aldi stores across Belgium.
- LidlminorLidl Belgium is a discount supermarket chain. Royco products are available in Lidl stores across Belgium.
- CoraminorCora is a Belgian hypermarket chain. Royco products are available in Cora stores across Belgium.
- IntermarchéminorIntermarché Belgium is a supermarket chain under the Belgian Retail Partners group. Royco products are distributed through Intermarché stores.
- MatchminorMatch is a Belgian supermarket chain. Royco products are available in Match stores.
- SparminorSpar Belgium is an independent supermarket chain. Royco products are distributed through Spar stores across Belgium.
- MINSKYminorMINSKY is the digital agency credited with designing and building the Royco.be website. This is a one-time agency engagement rather than an ongoing partnership.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Royco Professional competitors and assessment
Company assessmentRegional players
- Unox: Dutch dehydrated soup and snack brand owned by Unilever with a strong Benelux presence. Directly comparable product format and consumer occasion, though its primary market is the Netherlands rather than Belgium.
Direct peers
- Maggi: Nestlé-owned soup, bouillon, and instant meals brand with deep European presence. Competes head-to-head with Royco in dehydrated soups and meal starters and shares the workplace/Horeca consumer occasions Royco targets.
- Knorr: Unilever-owned global instant soup and bouillon brand with a broad portfolio of dehydrated soups, broths, and meal kits. Directly competes with Royco in powdered soup and has overlapping Horeca and at-home use cases across Europe.
- Lie'sehopper / Liebig: Continental European dehydrated soup brand (part of GB Foods' competitor ecosystem) historically strong in Germany, France, and Benelux. Directly comparable product format (instant soup powders) and overlapping retail and B2B distribution.
Broad incumbents
- Continental Foods (Lutéce / Royco Benelux parent overlap): European food group operating multiple dehydrated soup and bouillon brands across multiple countries. Comparable as a broader incumbent in the same dehydrated soup category, with wider geographic reach than Royco.
- Selecta: Pan-European unattended vending and coffee services operator. Relevant as a broader incumbent in the workplace vending space where Royco installs its Q-line soup machines, and a potential partner or competitor for vending-driven soup distribution.
- GB Foods Group: Parent group of Royco and owner of multiple European food brands across soup, sauces, and ready meals. Relevant as the corporate parent and as a broader incumbent shaping the competitive context for Royco.
Emerging players
- Minestrone / European private-label dehydrated soup makers: Store-brand dehydrated soup suppliers that compete with Royco on price in Belgian discount channels such as Aldi and Lidl. Comparable in format and use case, but lack brand equity and B2B infrastructure.
- Soup & Co / fresh soup bar chains: Fresh soup retail and workplace concepts (e.g., Soup & Co in Belgium and the Netherlands) that compete for the same workplace lunch and break-time occasion as Royco with a premium fresh-product positioning.
Others
- Miko Coffee Service: Belgian coffee and vending operator that already partners with Royco in B2B accounts. Comparable as an adjacent workplace-break provider and channel partner that could either resell or compete with Royco's vending solution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Royco Professional social profiles
Digital presenceRoyco Professional financial estimates
Financial estimateRevenue estimate
Valuation estimate
Royco Professional leadership team
Management profileNumber of profiles
Royco Professional funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Royco Professional 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 Royco Professional
What does Royco Professional do?
Royco Professional, a brand of GB Foods Belgium NV/SA, manufactures and markets instant dehydrated soups (Classic, Crunchy and Soup of the World ranges) and the Royco Cacao beverage, sold in single-sachet, Small Box and Big Box formats. The business operates two distinct go-to-market channels: B2C sales via national supermarket chains and the shop.royco.be e-commerce site, and B2B sales of bulk packaging, professional vending machines and soup accessories (mugs, cup trays, twister dispensers, cup holders, plateaux, kettles) to offices, Horeca and vending operators.
Is Royco Professional a public or private company?
Royco Professional is a private company. It is classified as corporate owned and is currently operating.
When was Royco Professional founded?
Royco Professional was founded in -1. It employs 1 to 10 people.
Where is Royco Professional based?
Royco Professional is headquartered in Puurs-Sint-Amands, Belgium, in the Europe region.
How does Royco Professional make money?
Four revenue lines are on record. Consumer Retail Sales are the primary driver. The others are B2B Product Sales, vending Machine Provision & Service and loyalty Program (MyB'eats).
Who are Royco Professional's main competitors?
Unox is listed as a regional player. Direct peers are Maggi, Knorr and Lie'sehopper / Liebig. Broad incumbents are Continental Foods (Lutéce / Royco Benelux parent overlap), Selecta and GB Foods Group. Emerging players are Minestrone / European private-label dehydrated soup makers and Soup & Co / fresh soup bar chains. Miko Coffee Service is listed as an others.
Does Royco Professional have an API?
No public API is recorded for Royco Professional.
What industry is Royco Professional in?
Royco Professional's product category is Instant Soup Products. Its primary akta.pro industry code is CRADAAAF, Soups, Broths & Meal Starters, with a secondary code of CRAFACAD, Food & Beverage DTC. Its NAICS code is 311423 and its SIC code is 2090.