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Belgian Boys Co-Founder and Creative Director Discuss Building the Brand

Belgian Boys Co-Founder and Creative Director Discuss Building the Brand


NEW YORK, NY
Thursday, August 16th, 2018

Mustaches, stroopwafel, and fuchsia—what’s not to like about Belgian Boys? The company is quickly becoming a fan favorite with U.S. consumers looking for decadent snacks—with a bold look and compelling brand.

I had a chance to talk with Anouck Gotlib, Creative Director & Marketing, and company Co-Founder Gregory Galel to learn more about the company’s roots, its ethos, and the innovative ways Belgian Boys is introducing classic European flavors to a North American audience.

Greg Galel, Co-Founder, Belgian Boys“As a company, our mission is to offer premium-quality products to the modern-day food-loving customer, at an affordable price. Our followers are conscious of what they buy and share with family and friends. If you are going to indulge, indulge well,” explains Gregory, noting that the Belgian Boys brand is intended to provide baked treats that are both flavorful and fun. “The variety in the U.S. is immense, but lacks some fun, in my opinion. We wanted to create an experience for shoppers by creating interesting visuals and flavor profiles”

For Belgian Boys, it’s about more than making great confections; it’s about marketing these products and creating a story that resonates with consumers and enriches their eating experience. From its mustache-shaped cookies to its vibrant packaging design, every aspect of the Belgian Boys brand is expertly crafted to broaden the appeal of traditional Western European treats.

Anouck Gotlib, Creative Director, Belgian Boys“Belgian Boys is not creating a new product; rather, we are bringing traditional products to the US and other markets in a new format,” Anouck adds. “Our whimsical caricatures and bold packaging appeals to a millennial audience, as well as those who cherish conventional European classics. Our story begins with Skinny (Joel Davidovici) and Chubby (Gregory Galel), two childhood friends from Belgium, now living in New York and missing the fine European goodies they grew up with. In 2014, Belgian Boys was born. We follow Skinny and Chubby on their journey to introduce premium products from Europe and share these extraordinary treats.”

Belgian Boys recently announced plans to partner with Target and other major retailers, growing its retail presence by leaps and bounds throughout the calendar year

Offering a line of products that include whimsical mustache-shaped takes on Belgian national staples like pearl sugar waffles and speculoos cookies, Belgian Boys is making waves with the company’s compelling story and immersive brand. Earlier this year, the company partnered with Jet Blue to offer the exclusive Choc ‘O Chip Mini Cookie Stash across all the airline’s cabins. And Belgian Boys recently announced plans to partner with Target and other major retailers, growing its retail presence by leaps and bounds throughout the calendar year.

The Belgian Boys team exhibiting at the Summer Fancy Food Show in New York, NY, this past June

“We’ve started summer with exciting partnerships—for example, we’ll be rolling out to 1700+ Target stores by end of July, as well as expanding our Midwest distribution to 200+ Meijer stores,” Anouck says. “You will also find our Mini Pancakes at Costco BA in time for Back to School, as well as in Lucky’s Markets in the Rockies, the Southeast, and the Midwest. We have expanded our product line with many of our retailers from two to six SKUs and continue to sell across various categories of trade. Our priority is to continue to grow and support our retail partners at point of sale. This enables us to put our products on more shelves and to continue to drive the Belgian Boys brand. Our hope is to achieve a greater brand presence in the stores through the distribution of both our dry and frozen product lines.”

The Belgian Boys brand is intended to provide baked treats that are both flavorful and fun

The company is also continuing to build its brand through consumer marketing—and introducing new initiatives that both promote Belgian Boys and contribute to the communities in which Belgian Boys products are sold.

“Together with both flavors of our Mini Cookie Stash, we launched a charitable initiative called ‘YOUR – You Rock It, We Give It,’” noted Anouck. “When customers purchase the product, they simply snap a picture while rocking ‘the stash’ and share it on social media. THEY, in turn are able to nominate the charity of THEIR choice. A winner is chosen each month, posted on our website, and charitable donations are made. So far, we have partnered up with amazing causes from No Kid Hungry, Make A Wish Foundation, and The Trevor Project, just to name a few. It is our way of being small in size, with a willingness to give back that continues to fuel our passion!”

Belgian Boys supports its retail and foodservice partners through a number of consumer-facing online and social platforms

Not likely to rest on their laurels any time soon, the Belgian Boys team promises even more exciting offerings and expansive news in the next year—including big plans for the holiday season.

“Innovations are a constant within our pipeline. Belgian Boys will be launching a line of frozen/fresh desserts by 2019. We previewed it at the Summer Fancy Food Show in June and received great feedback, and Costco Bay Area has already committed to one of our new items for the Holiday 2018 season,” Anouck surmises.

For more dairy, deli, bakery, and specialty food news, keep reading Deli Market News.

Belgian Boys


BelGioioso Cheese - Fresh Mozzarella Burrata Stracciatella - The Heart of BurrataNorseland - Garcia Baquero - Authentic Tapas Exclusively from SpainVeroni - Authentic, traditional salumi imported from ItalyPiller's Black Kassel - Snack like Royalty with Black Kassel Salami Whips

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We will excite and give your taste buds something to look forward by introducing to you the finest goodies and delicacies from Europe. We will indulge you with quality & fresh ingredients.