US food start-up Belgian Boys secures $7m in funding

Belgian Boys has secured $7 million in a funding round led by Equilibra Ventures, a start-up incubation and investment platform created by Kind Snacks‘ founder Daniel Lubetzky.

Belgian Boys is a woman-owned business that offers breakfasts, stroopwafels, cookies and desserts. The investment will help Belgian Boys become a global brand.

Anouck Gotlib, Belgian Boys’ founder, said: “Even though breakfast is part of our daily routines, Americans have been conditioned to ‘stock up’ on frozen breakfast items that you would typically find chilled in Belgium. We’re excited to see success bringing this same placement in the US, where we consumers are increasingly looking for tasty and convenient optionality beyond the typical American breakfast of eggs and bacon.”

The company’s snacks are already available at major retailers, such as Target and Walmart.

In February, the company launched “toaster ready” brioche French toast.