Taste Radio

The brand may be called Belgian Boys, but a self-described “Chief Belgian Girl” conceived its thoughtful business strategy. Anouck Gotlib is the CEO of Belgian Boys, which markets a range of authentic European breakfast foods and sweet snacks, including liege wafels, crepes, pancakes and stroopwafels. Launched in 2014, the brand is represented in a variety of retail channels and chains, including Target, CVS, Whole Foods and Costco.  Gotlib joined Belgian Boys as its head of marketing in 2014 and played a central role in developing the brand’s whimsical aesthetic and package design. Since becoming CEO in 2018, she has positioned Belgian Boys as one of familiar indulgence, expanding and curating the product line with delicious foods that are easily understood and appreciated by American consumers. In an interview included in this episode, Gotlib explained that while the brand’s positioning has been key to its retail strategy, it’s only part of the equation. “What's really important is that you really understan