Heat-and-serve breakfast goods are not unfamiliar to U.S. consumers. However, when consumers are hungry for such easy morning treats or snacks, they usually need to head to the freezer section or ambient shelves.
Belgian Boys, New York City, is taking heat-and-eat breakfast into relatively unfamiliar territory, at least for U.S. consumers: the refrigerated case. Joining its line of cookies, stroopwafels, and other sweet treats, the Belgian waffles, newly launched French toast, crepes, and mini pancakes have been attracting a growing number consumers looking for morning munches with fresh-made taste and European flair.