BROOKLYN, NY — Belgian Boys, a women-owned food startup on a mission to bring indulgent European treats to the US, is launching its toaster-ready Brioche French Toast exclusively in Target stores nationwide today.
The toast will reside in the refrigerated aisle vs. the frozen aisle, placed next to other morning staples such as eggs and yogurt.
The French toast joins the company’s lineup of its other breakfast items including crepes, Belgian waffles and bite-sized pancakes. All the breakfast offerings are catered to customers looking for a simple and convenient breakfast treat that can be easily prepared in a toaster or by a quick pan-fry.
The product is made with premium, non-GMO ingredients and contains no palm oil, artificial preservatives or artificial flavors.
“At Belgian Boys, we believe that when it comes to indulging, we should indulge well,” said Anouck Gotlib, CEO of Belgian Boys. “Our Brioche French Toast takes what used to be a messy, time-intensive weekend pleasure and turns it into a quick and easy any-day breakfast. Now more than ever, we want to give our community another delicious way to turn up the happy. This is our invitation to enjoy a heavenly yet classic morning meal before tackling the day ahead.”
The new French toast will be available in more than 600 Targets nationwide starting today, and will debut in additional retail outlets this summer. Each box contains four slices and has a suggested retail price of $4.99, but it will be available for a promotional price of $3.99 for the month of February at Target.
