The “croquette queen” sells its crumb technology to GoodLife Foods

The secrets of a coating suitable for oven cooking developed by TNS will find a new life in the company GoodLife Foods, owner of the brands Bicky, Mexicano and Beckers (inventor of the fricandelle), among others.

© D.R.

"An innovative player in the snack and appetizer market in Belgium and beyond." With these glowing words, the Dutch group GoodLife Foods, a major European producer of frozen savory products, announced its agreement with the Belgian company TNS for its acquisition. The financial terms were not specified, however.

Speaking of product innovation, the owner of the Bicky and other Beckers and van Oers brands, will thus acquire the “unique technology” of breading for oven cooking developed by the founder of TNS, Daphné Aers, nicknamed “the queen of croquettes” in her hometown in East Flanders.

The notoriety he gained from his appearance on the VTM show " De beste hobbykok van Vlaanderen " over ten years ago allowed him to open two croquette bars under the Pure Daphne brand in Eeklo and Ghent. This venture into the restaurant business didn't last. The establishments closed in 2017 and 2018 respectively.

Due to lack of success, but also due to the tension between the constraints of the hospitality industry and the corporate world. At the time, Daphné Aers had sought a partner to assist her with management, or even a chain to attempt expansion. In vain. This difficult experience, in any case, served as a "real laboratory" for the CEO of TNS.

200,000 croquettes per day

“My passion for high-quality, innovative products has been the driving force for the past 25 years. I dreamed of making these innovative products accessible to many more customers and consumers. This is only possible by being part of a larger group,” she said, adding that she saw in GoodLife Foods both an appreciation for what she had developed and a desire to “unlock the potential together.”

The company generated revenue of €15.5 million in 2024, recording cumulative growth of 16% since the health crisis. Net profit has fluctuated between breakeven and €600,000 in recent years, with the exception of last year, which saw a slight loss (-€25,085, -107% YoY). Gross margin, meanwhile, generally hovers around €3 million.

Dirk Van de Walle and Daphné Aers. © GoodLife Foods

TNS's twenty employees and two operating sites have previously produced for retail and foodservice customers, mainly in Belgium, the Netherlands, Germany, France and the United Kingdom. "We now produce 200,000 croquettes per day," assured Daphné Aers , "and they still taste the same as they did back then."

The former founding CEO will join GoodLife Foods to "ensure a smooth transition and help drive innovation across the group." The Dutch company is taking a strategic step that should allow it to further expand its product offering.

Objective: Double down on efforts

The TNS range spans 80 products, from traditional shrimp croquettes to beetroot croquettes and ginger pastries, all prepared by hand. This is a new force for GoodLife Foods, which has ambitious ambitions for the breadcrumb alternative developed for healthier cooking.

“Thanks to its 100% oven-based technology and innovative DNA, TNS will bring significant added value. We look forward to collaborating with Daphné to further strengthen our portfolio,” commented Dirk Van de Walle, Belgian CEO of GoodLife Foods. With the planned investment in production lines, the goal is to double TNS’s turnover in the coming years.

Owned by the British investment fund IK Partners since 2023, GoodLife Foods currently employs nearly 1,700 people, a workforce that has more than doubled over the past year through acquisitions (the German halal frozen food specialist Pure Ingredients and the Spanish breaded product producer Audens).

Already physically present in our country, the group is rolling out its popular Fricandelles and Bicky from its factory in Bocholt, in the Limburg region. The turnover of this Belgian division, up more than 50% since 2020, amounted to €39.6 million at the last known balance sheet in 2023. This compares to the parent company's total of €267 million at the same time.