Our Mission
is to spark moments of happiness! 
We believe that life’s greatest moments happen around food, and we want to bring a bit of that magic to the everyday, helping people make more joyful moments. We bring quick and easy, European-inspired foods to the mainstream so families can prep less, smile more, and indulge better. 
Our Story
BELGIAN
BOYS TODAY
Give us a refrigerated aisle, we’ll paint it pink! We take pure joy in making our delicious breakfast accessible to all. We’re in over 8,000 retailers and counting across the country! You can find us in the stores near other breakfast staples like eggs, milk and yogurt. We’re committed to making breakfast quicker, hassle free, easier, and more delicious for families everywhere. In the middle of your table is where we want to be!
We are a women-led company
We may be called Belgian Boys but today our company is women-led, with a female CEO and majority-female Board.
OUr TEAM
Greg and Anouck both grew up in Belgium, but didn't meet until  they boarded a flight from Brussels to NYC—Greg was living there ideating building Belgian Boys, and Anouck was going to start her career in fashion.
Anouck loved that he was spreading joy with treats from their childhood and told him she’d help make “clothes” for his pancakes and waffles. She began dedicating nights to branding and packaging, and as the company grew, she left fashion to become the Belgian Boys CEO. 
The two are now married and running the company side by side, with two fun-loving "Belgian boys" of their own. They lead a passionate team of talented individuals dedicated to growing more than just a revenue-driven business, creating joy for customers and spreading sweetness in people's lives.