Back in 2015...
Belgian Boys began in 2015 when Greg and a friend set out to share the nostalgic foods they missed from home. What started as a small idea to bring a taste of Belgium to the States soon took off—literally.
It wasn’t until 30,000 feet above the Atlantic—on a flight from Brussels to New York—that Greg met Anouck, a fellow Belgian! They bonded over their shared love of food, home, and the flavors they both longed for.
They got married, became coworkers, and had three Belgian Boys of their own while riding the roller coaster that is a startup. That shared passion to turn everyday breakfast into something worth savoring has now become a family mission.
Fast forward to Today
Today, Anouck is the CEO and Greg is dreaming up what products come next with the goal of bringing those authentic flavors to modern mornings—quick, easy, made with quality ingredients, and undeniably delicious. Belgian Boys is now found in over 12,000 stores, serving up little wins to households everywhere.
Greg and Anouck now live in New York City with their three sons—the next generation of Belgian Boys.
This is
What We Believe
We craft the European way
Good food should taste good, and our recipes stay true to tradition.
We make it tasty and convenient
Breakfast in minutes. Less mess and more little wins for your day.
We care about what goes in
No artificial flavors, colors, or preservatives. Just simple, non-GMO ingredients you can trust.