Belgian Boys to Debut New Bite-Sized Waffles at Expo West

European-style mini waffles for snacking make their public debut at Natural Products Expo West before rolling out in mid-April

BROOKLYN, NY (February 25, 2026) — Belgian Boys, the women-led company known for its European-inspired breakfast foods, is launching a new product: Bite-Sized Waffles, debuting at Natural Products Expo West 2026 before launching this April exclusively at Costco locations in Los Angeles and the Northeast and rolling out to additional retailers later this year.

The new product is Belgian Boys' first waffle offering, designed specifically for snacking, and is a fresh addition to the brand's growing product lineup. Attendees at Expo West are invited to visit Booth 5388 in Hall E to be among the first to sample the Bite-Sized Waffles before they hit shelves.

"Snacking isn't a trend—it's how families are living," said Anouck Gotlib, CEO of Belgian Boys. "Our moms told us their kids adore our waffles, but they wanted something perfectly sized for little hands and busy days. We listened. In Europe, waffles are enjoyed beyond the breakfast table, often as an afternoon treat with coffee, and Bite-Sized Waffles bring that light, buttery Belgian Boys magic into a format designed for real life."

Inspired by the European tradition of keeping waffles on the counter for easy snacking, the Bite-Sized Waffles can be enjoyed straight from the package or warmed and topped with syrup or whipped cream for a more indulgent treat.

Crafted with Belgian Boys' signature commitment to quality, the waffles contain no artificial flavors or preservatives and are made with non-GMO ingredients. Light, fluffy, and golden with a soft, tender bite, each waffle delivers that buttery, subtly sweet flavor that keeps you reaching back for more.

The Bite-Sized Waffles will be showcased at Natural Products Expo West 2026 in Anaheim, CA, before beginning their retail rollout in mid-April at Costco locations in Los Angeles and the Northeast, and will be available for $9.69 in an exclusive 90-count club pack.

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About Belgian Boys

Belgian Boys is a women-led company sparking moments of joy with European-inspired foods. Their quick-and-easy breakfast offerings empower busy families to start the day with happiness baked into every bite. With whimsical packaging, non-GMO ingredients, and no artificial flavors or preservatives, Belgian Boys products are as delightful as they are convenient. Belgian Boys has been on Instacart's Fastest-Growing Brands list for three years running and was named a Lead Foremost 50 honoree.