Belgium

The groundbreaking ceremony marks the start of a new production hall that will significantly increase output capacity at the Belgian site, which already serves as the company’s primary Biscoff manufacturing hub for Europe.

The transaction is expected to be finalized by the end of the year, subject to customary regulatory approvals.

The research draws on consumer interviews and market analysis across multiple European markets to identify the emotional and practical barriers that prevent healthier indulgent products from achieving mainstream acceptance.

Despite the closure of the Olen factory, the company plans to continue its broader operational presence in Belgium.

As Secretary General, Wouter Lox will oversee advocacy efforts, stakeholder engagement, and the promotion of sustainable bakery practices that align with the EU’s Green Deal and sustainability objectives.