Belgian Boys is expanding its retail reach by rolling out new breakfast options for Walmart shoppers in the New York and Southeast markets. The Brooklyn-based startup is offering crêpes and bite-sized pancakes, which will join the chilled breakfast items in store.
“Retailers in the U.S. traditionally sell breakfast items as frozen, but growing up in Belgium you would always find these items sold chilled,” remarked Co-Founder Greg Galel. “We saw this placement resonate very well with Costco shoppers in the Bay Area where we have had several successful rotations of breakfast items sold refrigerated as opposed to frozen.”
In 2019 and early 2020, Belgian Boys trialed the products in 65 Walmart stores and exceeded velocity expectations.
According to a press release, the 2020 State of the Specialty Food Industry Report showed the refrigerated category was the fastest-growing specialty food retail department, with an 11 percent growth rate.
“At a moment when we are seeing a significant uptick in refrigerated foods sales, our heat-and-serve crêpes and bite-sized pancakes offer a breakfast that was previously only available on the weekend, but is now easy enough for every day,” explained CEO Anouck Gotlib. “Consumers are looking for a convenient breakfast that is a bit of an indulgence—without throwing their preference for natural, premium ingredients out the window. We are thrilled to partner with Walmart to deliver such products.”
The Belgian Boys ready-made crêpes and bite-sized pancakes will be merchandised in Walmart’s refrigerated dough section, where biscuits are typically carried.
Stick with Deli Market News as we continue to cover the growth and innovation of specialty food companies like Belgian Boys.