Smiling Baker

What we do: Smiling Baker is a Belgian family-owned company specializing in the traditional production of authentic Liège waffles, renowned for their use of pearl sugar and high-quality ingredients. Our core business is the manufacture of genuine Liège waffles, available in five varieties: 100% butter, 100% margarine, mixed butter and margarine, chocolate chips, and cinnamon. We offer a range of packaging options and sizes, catering to B2B, foodservice, retail, and private label markets. Our products are exported globally, reaching countries such as Australia, Denmark, France, Germany, Japan, South Korea, the UK, and more. We are committed to preserving the heritage and quality of the Liège waffle, a product deeply rooted in Belgian tradition.

Where we are located: Our headquarters is located at Rue César de Paepe 55, 4683 Oupeye, Belgium. This is where our production, innovation, and administration teams work together to deliver our signature waffles to customers around the world.

Short history: The company’s origins date back to 1928, when the Joiris family founded the business with the goal of making the best possible waffles for the people of Liège. Over the decades, the company grew, maintaining its artisanal approach. In 2015, the business was acquired by new owners who invested in expanding production capacity while preserving the original recipes and quality. Today, Smiling Baker continues to build on this legacy, combining tradition with modern innovation to meet growing international demand.

Organization & culture: Smiling Baker is a medium-sized company with a dedicated team of 12 employees. We foster a collaborative and innovative work environment, where open communication and knowledge sharing are central to our culture. We value diversity in skills and backgrounds, with teams covering operations, project management, and business development. Our culture is built on a passion for quality, a commitment to continuous improvement, and a shared belief that there is always a better way to do things. We encourage every team member to contribute ideas and participate in new projects, ensuring that our products and processes remain at the forefront of the industry.

Recent developments: Smiling Baker has significantly expanded its export activities in recent years, with over 600 shipments recorded since 2021, primarily to the United States and the Netherlands. The company continues to innovate in product offerings and packaging solutions, responding to the evolving needs of global markets while staying true to its artisanal roots.