Belgian Boys

Greg grew up in Belgium in the busy kitchen of his family's catering business, surrounded by the delicious food that transformed weddings and bar mitzvahs into joy-filled celebrations. When he came to the US as an adult, he and a friend (our original Skinny and Chubby) saw how happy the European snacks and treats hauled in suitcases made their friends—it felt like they'd found a way to offer the magic of those childhood celebrations into bite-sized portions, and they wanted to do more. They opened shop, making deliveries around NYC themselves in a Mini Cooper. Meanwhile Anouck, also from Belgium, had finished fashion school and was headed to NYC to start her career. On the plane, she met Greg. She loved that he was spreading joy with treats from their childhood and told him she'd help make "clothes" for his cookies and waffles. She dedicated herself to branding and packaging and, as the company grew, she left fashion to become Belgian Boys CEO.