Belgian Boys, a woman-led company, will debut two new products at Expo: Griddle Pancakes and Bite-sized Belgian Chocolate Chip Pancakes. The addition of these offerings is building on Belgian Boys’ core assortment with two new ways to make breakfast an occasion—with more time to indulge together and less time spent prepping and cleaning.
Demand for these types of offerings is growing. While frozen breakfast was flat in the last 12 weeks of 2023, Refrigerated Prepared Breakfast and Refrigerated Sweet Breakfast were up for the full year with growth accelerating in the last 12 weeks (up to 11% / 27% respectively) [Source Total FMCG Consumption].