Belgian Boys Makes a Comeback With Beloved Pancake Cereal

Belgian Boys is making a grand comeback with their pancake cereal, indulging in one of autumn’s other inviting flavors – maple – rather than jumping on the pumpkin spice bandwagon. Consumers are feeling exhausted from the abundance of pumpkin-flavored everything products. Businesses are trying to capitalize on the idea that consumers might be growing weary of the typical autumnal spice blend, featuring nutmeg, clove, cinnamon, ginger, and the occasional allspice, all overshadowed by the ever-present pumpkin.

Belgian Boys, a brand renowned for its indulgent European-inspired snacks, is introducing a new twist. Last year, they caused a sensation with a limited-release product called “pancake cereal,” which became a TikTok sensation as users enjoyed the fun of cooking tiny pancakes and pouring milk over them.

The packaging for these boxed fluffy “pancake cereal” is like a sneaky seasonal trickster. At first glance, it’s all about those falling leaves and a primarily orange color scheme, making you think you’re in for a full-blown gourd-inspired experience. But, hold your pumpkin spice lattes, because as you continue your gaze southward on that box, you’ll discover that the orange facade is melting away into delicious, gooey drips of maple goodness.

“We’ve been strategically sharing Maple Pancake Cereal with retailers for several months after observing the results of the original release. As we eagerly anticipate the launch early this Fall, we’re confident that this autumnal creation will captivate taste buds, generate excitement, and become an item consumers might crave again in the future, whenever tree leaves start turning orange again, of course. Experiencing fall through food is one of my favorite American Traditions,” said Anouck Gotlib, CEO of Belgian Boys.