BROOKLYN, NY — Belgian Boys, a company known for its European-inspired breakfast offerings, is expanding its c-suite with the addition of Louisa Lawless as chief commercial officer.

Lawless is supplementing the leadership team with two decades of commercial experience across core food and beverage brands. She began her career in beverage leadership roles at Red Bull North America, overseeing the world’s largest energy drink market, before she served as chief strategy officer at Core Nutrition, where she guided the brand’s $525 million acquisition by Keurig Dr Pepper.

“I meet a lot of talented executives in this industry, but every once in a while you meet someone whose resume is exceptional and who you just click with on a human level; Louisa’s energy is contagious,” said Anouck Gotlib, CEO of Belgian Boys. “Louisa’s track record speaks for itself, but what sealed it for us was how excited she is about building, and how naturally she connected with our team and our mission from the very first conversation.”

In her new role, Lawless will lead Belgian Boys’ growth acceleration efforts, which will include expanding distribution, deepening retailer partnerships and scaling the brand to have more commercial visibility in-store and online.

“I’ve admired Belgian Boys from the outside for a long time; the brand has real permission to create a new category, and that’s a rare thing in CPG,” Lawless said. “I’m energized by the opportunity to bring my experience in scaling emerging brands, building high-performing commercial teams, and leading the commercial strategy into the next stage of brand acceleration with a team that is truly passionate about the product and the mission.”