Belgian Boys - Page 1 | Snack Food & Wholesale Bakery

Belgian Boys launches LTO Game Day Crepes

The interactive baked good allows consumers to create a soccer ball design.

SF&WB Staff

June 3, 2026

Available this summer at Target, Walmart, and H-E-B, the breakfast product includes a custom soccer ball stencil.

Kodiak Protein-Packed Maple Pancake Sausage, Egg & Mild Cheddar Cheese Sandwiches

Breakfast brims with creativity, options

Consumers crave innovative flavors and handheld selections to start their day.

Liz Parker Kuhn

September 22, 2025

Producers now offer an exciting range of diverse options.

Belgian Boys debuts Walmart-exclusive grab-and-go breakfast bites

Belgian Boys debuts grab-and-go breakfast bites at Walmart

The Breakfast All Day Box and Go Cups are designed to offer convenient snack and meal options.

SF&WB Staff

September 25, 2024

The breakfast-focused brand has introduced a total of five different products exclusive to Walmart, featuring pancakes, Belgian waffles, and other items.

Consumers search for portable, nutritious breakfast options

Producers aim for items that are easy to prepare but don’t sacrifice taste.

Liz Parker Kuhn

August 15, 2024

While the breakfast category has mostly remained stagnant, producers continue to innovate.

Belgian Boys to unveil new refrigerated breakfast innovations at Expo West

Both of the new items will be available at Target beginning June 1.

Liz Parker Kuhn

February 28, 2024

Belgian Boys will debut two new products at Expo: Griddle Pancakes and Bite-sized Belgian Chocolate Chip Pancakes.

Belgian Boys rolls out Pancake Cereal at Costco

The cereal will be available at select Costco locations in the Midwest and Bay Area.

August 23, 2023

Belgian Boys' Pancake Cereal blurs the lines and challenges the norms of the $22 billion dollar cereal category.

Belgian breakfast brand succeeds in new retail territory

A brand expands into new territory with its line of Belgian-born breakfast treats.

Jenni Spinner

February 27, 2023

A brand expands into new territory with its line of Belgian-born breakfast treats.

Belgian Boys celebrates distribution growth at Target, Walmart, Whole Foods

Total store count now over 7,000.

September 27, 2022

Woman-owned and -led CPG brand adds over 2,000 additional points of distribution.

Equilibra Ventures announces partnership with women-owned Belgian Boys

March 1, 2022

Daniel Lubetzky's Equilibra and Belgian Boys kick off Women's Month by announcing partnership.

Belgian Boys collaborates with Misfits Market to launch first Upcycled Stroopwafel

September 24, 2021

The Brooklyn-based food startup Belgian Boys is partnering with Misfits Market to launch an upcycled stroopwafel, available exclusively via the Misfits online marketplace starting September 2021.