Welcome to The Consumer VC, a newsletter and podcast about venture capital and consumer. Brought to you by Propeller Industries.

Hey Friends,

Our guest today is Anouck Gotlib, CEO of Belgian Boys. Belgian Boys is bringing european treats like belgian waffles, brioche french toast, crepes and other delicious delights to the American home. They are now retailers like Walmart, Target, Whole Foods.

This episode is brought to you by Propeller Industries.

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On today’s episode we discuss:

* Anouck’s journey from fashion to joining her husband in starting a food CPG company

* How they first got into retail

* How they financed and grew their business during years of bootstrapping

* How they landed KIND snacks founder Daniel Lubetzky’s venture firm Camino Partners as investors

* How they rebranded how they described Belgian Waffles to make the product more accessible to consumers

* Why they pivoted from frozen food to refrigerator food and much more.

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