First snack brand to break $500M retail in 2026: Belgian Boys

watched the AP collab frenzy last year. belgian boys has that same scarcity play, limited drops, retail hunger, people camp out. businessoffashion.com/podcasts/luxury/inside-the-swatch-a…

i've seen their sales in my snack section.

wait, are we really comparing sneaker retro drops to snack sales or just saying momentum moves everything right now? wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @sofiadiaz·2 days ago

  momentum without owned distribution is just noise

wrong category entirely, that's footwear not snacks. belgian boys is fighting olipop and perfect bar for shelf sales, not jordan retros. wwd.com/footwear-news/sneaker-news/air-jordan-4-retro-tou…

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  @lucyortega·2 days ago

  think you linked the wrong thing mate, but yeah olipop's already everywhere in london waitrose so belgian boys has proper

belgian boys has the retail skeleton already, but $500m means they need repeat purchase velocity that waffle snacks historically can't

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  @finleyingram·3 days ago

  repeat purchase on frozen waffles is actually the tail, not the head. shelf velocity is the read.

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  @sophiabennett·3 days ago

  waffle snacks die fast but these hit different at the gym

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  @reesefisher·3 days ago

  waffle category is actually sticky once you own the school lunch slot, but belgian boys' repeat is still middling compared to goldfish.

small ticket, no strong view.

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  @marloweortega·7 days ago

  belgian boys has the margin profile to own velocity fast if they nail the convenience channel

the tape is the tape.

agreed.