Breaking Into National Retailers with Anouck Gotlib, CEO of Belgian Boys
From stroopwafels to national shelf space, Belgian Boys has become a household name by pairing whimsical branding with strategic growth. At the helm is Anouck Gotlib, a former fashion designer turned food founder, who transformed her creative vision into one of today’s fastest-growing snack and breakfast brands.
In this conversation, Anouck will share how she built Belgian Boys into a beloved brand while navigating the realities of scaling in the U.S. food landscape. You’ll walk away with tactical insights you can apply directly to your own business — whether you’re preparing for retail, refining your brand story, or considering your next product expansion.
What We’ll Cover:
Building a Brand, Not Just a Product: How Belgian Boys’ playful identity and strong brand story became its silent salesperson on the shelf.
Scaling in the U.S. Retail Landscape: Breaking into national retailers, winning pitch meetings, and managing the balance between DTC and retail.
Play, Joy & Purpose as a Growth Strategy: Why emotional storytelling and authentic founder perspective matter just as much as supply chain and margins.
Future of Breakfast & Snacking: Consumer trends to watch — and where founders should place their bets in food & beverage over the next 3–5 years.
Anouck Gotlib is the CEO of Belgian Boys, the women-led company on a mission to turn up the happy with every bite. Since launching in 2015, she has scaled the brand into a national retail presence at Target, Walmart, Whole Foods, and beyond — all while infusing joy, nostalgia, and European charm into the U.S. food aisle. Featured in Forbes, Fast Company, and Inc., Anouck is recognized for redefining how playful, purposeful brands can thrive in competitive categories.