Equilibra Ventures announces partnership with women-owned Belgian Boys
Equilibra Ventures, a startup incubation and investment platform from KIND Snacks founder Daniel Lubetzky, kicks off Women's Month announcing its partnership with Belgian Boys, a woman-owned brand of European treats. In a market in which sweets are often associated with deprivation and guilt, Belgian Boys' quick-and-easy delights—including breakfasts, stroopwafels, cookies and desserts—seek to help people "turn up the happy" any time of the day.
Run by Belgian-born wife and husband duo Anouck Gotlib and Greg Galel, Belgian Boys is a woman-owned business quickly winning the hearts of Americans with its brightly packaged, carefully portioned snacks already available at major retailers like Target and Walmart. Reinforcing the idea that delicious treats can be enjoyed daily, Belgian Boys has taken an unconventional approach to merchandising, choosing to sell its frozen breakfasts and desserts in the fresh refrigerated section.