Exhibiting at Gulfood 2025

What's Cooking?

What’s Cooking? is a leading European food manufacturer specializing in ready meals and savoury cold cuts. Headquartered in Ghent, Belgium, the company has established itself as a key player in the convenience food industry, supplying high-quality, innovative, and sustainable food solutions to retailers, foodservice providers, and distributors across Europe.

Core Business & Product Offerings

What’s Cooking? operates as a producer and distributor of fresh and frozen ready meals and cold cuts, catering to modern consumer preferences for convenient, high-quality, and nutritious meals. The company's diverse product range includes:

• Ready Meals:

  • Lasagnes
  • Pastas
  • Pizzas
  • World Cuisine (Asian, Mexican, Mediterranean)
  • Plant-Based Meals
  • Local European Dishes (Belgian, Italian, and French-inspired recipes)

• Savoury Cold Cuts:

  • Traditional and modern cold cut varieties, produced with a focus on flavour and sustainability.

The company markets its products under well-known brands such as Come a Casa and Vamos, recognized for their authentic taste and convenience.

Specialization & Unique Selling Proposition

What’s Cooking? stands out as an innovative, sustainable, and high-quality food manufacturer, offering tailored solutions to retailers and foodservice partners. The company’s unique selling propositions (USPs) include:

• Extensive Product Innovation: Continuous development of new recipes and plant-based alternatives.
• Sustainability Commitment: Focus on reducing carbon footprint, sustainable sourcing, and eco-friendly packaging.
• Customizable Solutions: Works with supermarkets and foodservice companies to create private label and bespoke meal solutions.
• European Market Leadership: Strong presence in Belgium, Netherlands, France, Germany, and beyond.

Financial Strength & Market Presence

What’s Cooking? has positioned itself as one of Europe’s leading ready meal producers, with strong financial performance and strategic market growth.

• Annual Revenue: Estimated in the hundreds of millions of euros.
• Production Capacity:
  • Multiple production sites across Europe, ensuring efficient supply chain management.
  • High-volume meal production capabilities to meet growing consumer demand.
• Export & Distribution Markets:
  • Benelux (Belgium, Netherlands, Luxembourg)
  • France, Germany, Spain
  • United Kingdom and Scandinavia

Shipment & Trade Data

What’s Cooking? is a major exporter and supplier of ready meals and cold cuts, with high-volume shipments across European markets.

• Key Export Destinations: Netherlands, France, Germany, UK, Spain.
• Shipping Volume: Tens of thousands of metric tons annually.
• Distribution Channels:
  • Retail (supermarkets and hypermarkets)
  • Foodservice industry
  • Private label manufacturing for leading retailers

Certifications & Compliance

What’s Cooking? adheres to strict European food safety, quality, and sustainability standards, ensuring compliance with global regulations.

• BRCGS (British Retail Consortium Global Standards) Certification – Ensuring global food safety and supply chain standards.
• ISO 22000 Certification – Compliance with international food safety management.
• HACCP Certification – Hazard Analysis and Critical Control Points compliance.
• Sustainable Sourcing & Carbon Reduction Initiatives – Active investment in reducing carbon emissions and sustainable packaging.

Customer Testimonials & Industry Recognition

What’s Cooking? has been recognized for its innovative product development, commitment to sustainability, and superior taste profiles, earning praise from retailers and foodservice partners.

• “What’s Cooking? has been a key partner in delivering high-quality, ready-to-eat meals for our customers. Their ability to innovate and customize solutions is unparalleled.” – Retail Buyer, Netherlands
• “The plant-based ready meals from What’s Cooking? have been a fantastic addition to our product lineup. Our customers love the taste and quality.” – Supermarket Chain, France

The company actively participates in major food industry trade shows, including:

• SIAL (France)
• Anuga (Germany)
• Gulfood (Dubai)
• PLMA (Private Label Manufacturers Association) Expo

Future Outlook & Strategic Goals

What’s Cooking? is focused on expanding its market reach, driving sustainability initiatives, and leading innovation in the European food industry. Key future initiatives include:

• Expanding private label partnerships with leading European retailers.
• Investing in new plant-based and healthy meal options to meet consumer demand for sustainable eating.
• Enhancing digital marketing and e-commerce strategies to drive direct-to-consumer engagement.
• Strengthening sustainability commitments, focusing on carbon neutrality and eco-friendly production processes.

With its strong brand presence, commitment to sustainability, and expertise in ready meals, What’s Cooking? remains a key player in the European food industry, delivering high-quality, convenient, and innovative meal solutions to consumers worldwide.