Belgian Boys

Non-GMO European Sweets and Treats

Company overview

Date Established:
2014
Description:
Non-GMO European Sweets and Treats
Founder:
Founders:
Greg Galel
,
Anouck Gotlib
,
Headquarters:
Brooklyn, NY
Industry:
Food
Social Media:
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Belgian Boys
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about

The Belgian Boys story begins with Skinny & Chubby, two childhood friends transplanted as adults in New York City, where the world was at their fingertips—but the delicious European goodies of their youth were nowhere to be found. They dreamed of introducing America to treats made from premium, whole-food ingredients, with just the right touch of sweetness and the feeling of home: From this snack nostalgia, Belgian Boys was born. Skinny and Chubby now manufacture delights for every time of day, from breakfast to dessert, all made in Europe for sharing worldwide. With whimsical “disruptive” packaging, indulgent flavors, and a dose of fun in every sweet, join the Belgian Boys as they stir up trouble and share their love for authentic European treats.

founding story

The story begins with Skinny & Chubby, two childhood friends who grew up in Belgium with delicious European treats and plenty of mischief. As adults, they moved to New York City, where the world was at their fingertips—but the stroopwafels, cookie tarts, French crepes and other delights of their youth were nowhere to be found. They dreamed of introducing America to treats made from premium, non-GMO ingredients, with just the right touch of sweetness and the feeling of home. From this snack nostalgia, Belgian Boys was born! Skinny and Chubby now produce delights for every time of day, from breakfast to dessert, all made in Europe for sharing worldwide.

Bios

Greg Galel
Co-Founder

Greg is the founder of Belgian Boys. Greg's entrepreneurial spirit within the food industry began by founding Le Petit Belge Bakery in Union Square and subsequently franchised it and opened several more in Florida. He studied at Boston University and received his BA in economics at Brandeis University. He is originally from Belgium, fluent in 4 languages, and he moved to the United States in 2003.

Anouck Gotlib
CEO

Anouck Gotlib was born in Antwerp, Belgium, and studied Fashion Design at Shenkar College of Engineering and Design in Israel. She moved to New York to pursue a career in fashion—first at Zac Posen and later at Donna Morgan—but a fortuitous seating arrangment on the plane ride from Belgium to New York put her in touch with the Belgian Boys founder (and her eventual husband), Greg. Shortly after their meeting, Anouck would return from long days on Fashion Ave to spend nights and evenings working on Belgian Boys' graphics, branding, packaging, and marketing, and she ultimately decided to step away from the fashion world and into entrepreneurship. Today, Anouck is the CEO at Belgian Boys and serves on the advisory council of the Belgium Chambre of Commerce. She lives in Brooklyn with her husband Greg and two sons. 

Products

Lemon Cookie Tarts
These Lemon Cookie Tarts start with a crunchy, buttery cookie base that is covered in a slightly sweet, slightly sour Lemon Jam. They’re individually wrapped, which makes them easily shareable and portable. These treats are made in France with real butter, real sugar and the ethos of indulgence baked right in.

Lemon Cookie Tarts

$
4.99
Description:
These Lemon Cookie Tarts start with a crunchy, buttery cookie base that is covered in a slightly sweet, slightly sour Lemon Jam. They’re individually wrapped, which makes them easily shareable and portable. These treats are made in France with real butter, real sugar and the ethos of indulgence baked right in.
Details:
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Bite-Sized Pancakes
Belgian Boys Bite-Sized Pancakes are the ultimate breakfast delight for busy, on-the-go mornings. Made with just a touch of sweetness, and simple, non-GMO ingredients, these quick and easy breakfast bites can be enjoyed on their own—or dress them up with syrup, melted chocolate, fresh berries or whipped cream, for a tasty twist on your everyday morning routine. Just a minute in the microwave or three minutes on the stove, and these heat-and-eat pancakes will land on your breakfast plate fluffy, airy, and irresistible!

Bite-Sized Pancakes

$
4.99
Description:
Belgian Boys Bite-Sized Pancakes are the ultimate breakfast delight for busy, on-the-go mornings. Made with just a touch of sweetness, and simple, non-GMO ingredients, these quick and easy breakfast bites can be enjoyed on their own—or dress them up with syrup, melted chocolate, fresh berries or whipped cream, for a tasty twist on your everyday morning routine. Just a minute in the microwave or three minutes on the stove, and these heat-and-eat pancakes will land on your breakfast plate fluffy, airy, and irresistible!
Details:
Water, wheat flour, vegetable oil (rapeseed), sugar, buckwheat flour, egg, modified maize starch, whey powder (milk), dextrose, leavening agents: sodium carbonates and di-phosphates, salt, maize starch, skimmed milk powder, natural flavoring, wheat starch, fructose.
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Chocolate Brookie
The Belgian Boys Brookie is a yummy mashup of two of dessert's greatest hits: The brownie and the cookie! These sweeth-tooth favorites join forces in one decadent treat, where a homestyle chocolate chunk cookie is mixed with a real Belgian chocolate brownie, and filled with a gooey chocolate center. Just heat in the microwave or in the oven, and your new favorite dessert is ready to enjoy!

Chocolate Brookie

$
4.99
Description:
The Belgian Boys Brookie is a yummy mashup of two of dessert's greatest hits: The brownie and the cookie! These sweeth-tooth favorites join forces in one decadent treat, where a homestyle chocolate chunk cookie is mixed with a real Belgian chocolate brownie, and filled with a gooey chocolate center. Just heat in the microwave or in the oven, and your new favorite dessert is ready to enjoy!
Details:
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Cookie Butter Mini Cookie Stash
Europe’s iconic cookie butter cookie now in a fun mustache shape! Our mini cookie stash comes in the perfect 1oz pouch to pack and take anywhere. Each box contains 5 cookie pouches. A portion of all proceeds is donated to charity via the Belgian Boys #rockthatstash initiative.

Cookie Butter Mini Cookie Stash

$
4.99
Description:
Europe’s iconic cookie butter cookie now in a fun mustache shape! Our mini cookie stash comes in the perfect 1oz pouch to pack and take anywhere. Each box contains 5 cookie pouches. A portion of all proceeds is donated to charity via the Belgian Boys #rockthatstash initiative.
Details:
Wheat flour, sugar, margarine (Palm, rapeseed), Belgian Chocolate Chips (Sugar, Cocoa Mass, Cocoa Butter, Dextrose, Emulsifier: Soya Lecithin), eggs, dextrose, concentrated butter, salt, raising agent (sodium hydrogen carbonate), salt.
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Chocolate Coated Belgian Waffle

Chocolate Coated Belgian Waffles are one of life's great indulgences - caramelized sugar glistening on the most delicious sweet treasure beneath. This waffle is made of a brioche dough with pearl sugar mixed in and simply coated with chocolate! You can eat it as a grab-and-go item, or you can warm it up and top it with a scoop of gelato. Our individually wrapped waffles make a perfect easy breakfast, snack, or dessert. Each box contains 5 waffles.


Chocolate Coated Belgian Waffle

$
20.00
Description:

Chocolate Coated Belgian Waffles are one of life's great indulgences - caramelized sugar glistening on the most delicious sweet treasure beneath. This waffle is made of a brioche dough with pearl sugar mixed in and simply coated with chocolate! You can eat it as a grab-and-go item, or you can warm it up and top it with a scoop of gelato. Our individually wrapped waffles make a perfect easy breakfast, snack, or dessert. Each box contains 5 waffles.


Details:
Wheat flour, sugar, margarine (vegetable fat [palm RSPO * water, vegetable oil], vegetable oil [rapeseed emulsifier [mono- and diglycerides of fatty acids, salt], acidifier [citric acid]), cocoa coating (sugar, vegetable fats [coconut, palm RSPO * ] reduced fat cocoa powder, stabilizing agent [sorbitan tristearate] emulsifier [soy lecithin, vanilla]), yeast, eggs, invert sugar, soy flour, stabilizing agent (sorbitol, salt, emulsifier [soy lecithin, natural flavor]).
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Belgian Cookie Bars

These Cookie Bars start with a crunchy, buttery cookie base that is covered in Belgian Chocolate. They’re individually wrapped with fun messages on each cookie! These treats are made in France with real butter, real sugar and the ethos of indulgence baked right in.


Belgian Cookie Bars

$
15.00
Description:

These Cookie Bars start with a crunchy, buttery cookie base that is covered in Belgian Chocolate. They’re individually wrapped with fun messages on each cookie! These treats are made in France with real butter, real sugar and the ethos of indulgence baked right in.


Details:
Milk chocolate (sugar, cocoa butter, unsweetened chocolate, nonfat dry milk, lactose, milk fat, sunflower lecithin, natural vanilla flavor), wheat flour, sugar, butterfat (milk), leavening (ammonium bicarbonate, sodium bicarbonate, lemon juice powder), skimmed milk powder, salt.
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retailers

7-Eleven
Albertsons
Amazon
Bristol Farms
CVS
Kroger
Safeway
Target
Target.com
Walmart
Walmart Online
Whole Foods

press releases

Press articles

Marker
How the Stroopwafel Became the Most Unexpected Product to Go Viral
While stroopwafels are most directly associated with the Netherlands, Brooklyn played a major role in the snack’s growth trajectory over the past decade. Belgian Boys co-founders were an early part of the movement.
Deli Market News
Belgian Boys Named Among Inc. 5000's Fastest Growing Private Companies in America
The Brooklyn-based food startup Belgian Boys has been named to Inc. magazine’s annual Inc. 5000 list, with three-year revenue growth of 253% earning the company a ranking in the top 50 companies among Food and Beverage brands.

testimonial