Belgian Boys celebrates distribution growth at Target, Walmart, Whole Foods
Total store count now over 7,000.
Food startup Belgian Boys has secured over 2,000 additional points of distribution across the country for its refrigerated breakfast line at Target, Walmart, Whole Foods, Meijer, Kroger, and more, bringing total store count to over 7,000. Earlier this year, Belgian Boys made a strategic choice to move its fan-favorite breakfast line of Belgian Waffles, Bite-Sized Pancakes, Brioche French Toast, and Crêpes from the frozen aisle to its “native” location: the fresh section, which resulted in up to a 5x increase in sales velocities at major retail locations.
Belgian Boys has had a busy 2022 with a new breakfast innovation, numerous new doors, and the shift from frozen to fresh. Recent data shows the brand’s growth for the first half of 2022 (+271%) outpaced the total category growth for frozen pancake/waffle, refrigerated prepared breakfast, and refrigerated sweet breakfast. New retail availability will be evident coast-to-coast; however, Belgian Boys is especially excited about its major retail presence on its home turf in New York with Whole Foods Market Northeast.