About Smiling Baker S.A.
Smiling Baker S.A. is a premium Belgian manufacturer and exporter specializing in the production of authentic Liège waffles. Based in Vivegnis, Belgium, the company is dedicated to preserving the traditional craftsmanship of Belgian waffles, offering a high-quality range of butter-based, margarine-based, and flavored Liège waffles.
With a strong commitment to excellence, innovation, and sustainability, Smiling Baker serves both domestic and international markets, supplying retail chains, foodservice distributors, and private-label partners.
Product Portfolio
Smiling Baker offers a variety of handcrafted, premium Liège waffles, each made using authentic Belgian recipes.
🧇 Liège Waffle Selection
- 100% Butter Liège Waffle – Made with pure Belgian butter, delivering richness and authentic taste.
- 100% Margarine Liège Waffle – A plant-based alternative, maintaining the signature texture and flavor.
- Mixed 50% Butter - 50% Margarine Liège Waffle – A balanced recipe for a lighter yet flavorful experience.
- Chocolate Chips Liège Waffle – Infused with premium Belgian chocolate chips.
- Cinnamon Liège Waffle – A unique twist with natural cinnamon flavor.
Manufacturing & Quality Standards
Smiling Baker operates a state-of-the-art production facility, ensuring consistency, hygiene, and efficiency in its baking processes. The company follows traditional methods while integrating modern food technology.
🏅 Certifications & Compliance
- IFS (International Featured Standards) Certification – Ensuring food safety and quality assurance.
- HACCP (Hazard Analysis and Critical Control Points) – Complying with global food safety regulations.
- Kosher & Halal Certification – Expanding market accessibility.
Global Market Reach
Smiling Baker has successfully expanded its presence across Europe, North America, and Asia, making Belgian Liège waffles available to consumers worldwide.
🌍 Key Export Markets
- Europe: France, Germany, Netherlands, Spain, United Kingdom.
- North America: United States, Canada.
- Asia: Japan, South Korea, Singapore, China.
The company produces and exports over 50 million Liège waffles annually, with international sales contributing to 70% of total revenue.
Competitive Advantages
✅ Authentic Belgian Recipe
- Traditional Liège waffle preparation, using 100% Belgian ingredients.
- Pearl sugar caramelization for an authentic texture and flavor.
🌱 Sustainable & Ethical Sourcing
- Sustainably sourced butter, flour, and eggs from local Belgian farms.
- Eco-friendly production methods, reducing carbon footprint.
📈 Strong International Distribution
- Private-label partnerships with major retail and foodservice companies.
- Bulk supply options for cafés, restaurants, and hotels.
Financial Performance & Growth
Smiling Baker has achieved steady revenue growth, with an estimated annual revenue exceeding €20 million, fueled by expanding global demand for premium Belgian waffles.
Key Clients & Partnerships
The company works with leading retailers, cafés, and frozen food distributors, ensuring its waffles are available in both fresh and frozen formats.
Notable Clients
- European supermarket chains – Offering private-label Liège waffles.
- Foodservice distributors – Supplying bulk waffles to cafés and bakeries.
- Online gourmet food retailers – Expanding direct-to-consumer sales.
Industry Recognition & Achievements
- 2020: Awarded "Best Artisanal Waffle Producer in Belgium".
- 2021: Achieved IFS Certification, ensuring premium product standards.
- 2023: Expanded production capacity by 30% to meet growing international demand.
Customer Testimonials
"Smiling Baker’s Liège waffles are a true taste of Belgium! The quality, texture, and caramelized sugar crunch make them stand out."
— Retail Partner, France
"Our customers love the Chocolate Chips Liège Waffle. It’s a best-seller in our café!"
— Café Owner, United States
Future Expansion Plans
Smiling Baker is set to increase its production and global distribution by 2026, focusing on:
- Developing new flavors, including plant-based and gluten-free Liège waffles.
- Expanding into Middle Eastern and Latin American markets.
- Enhancing sustainability efforts with recyclable packaging solutions.
With its unwavering commitment to authenticity, quality, and innovation, Smiling Baker continues to be one of Belgium’s top manufacturers of premium Liège waffles.