Waffles from Jacquet Brossard Join the Sweet Adventure of Poppies

As Poppies Bakeries approaches its 50th anniversary, the industrial pastry specialist is deepening its expansion by strengthening its presence in the waffle sector. The family‑run business based in Zonnebeke has now joined forces with Milcamps, the well‑known Walloon brand under which France’s Jacquet Brossard had until now marketed its waffle activities.

As part of its strategic refocus on what it considers higher-value segments – including specialty breads and premium pastries (such as marbled cakes, layered desserts, and filled loaf cakes) – Jacquet Brossard has, perhaps indirectly, acknowledged Walloon expertise in waffle production. According to the French group, a subsidiary of agricultural cooperative Limagrain, the industrial-scale production of waffles demands highly specific technical and economic know-how. This statement came as it announced the sale of its waffle manufacturing facility in Dour, Belgium. The entire waffle business, previously operated under the Milcamps brand, has been acquired by Belgian group Poppies Bakeries. Financial details of the transaction were not disclosed.

From Brussels Waffles to Wallonia

Founded in 1932 by Joseph Milcamps, the company began by distributing its products to schools and gourmet shops in the Brussels area. As demand grew, production was scaled up with the opening of the Dour factory in Hainaut Province. The once-artisanal waffle maker became an industrial player, specializing in galettes and in Liège and Brussels waffles, available in both ambient and frozen formats.

Acquired by Brossard in 2008, Milcamps now distributes its products in 15 countries, with strong positions in Belgium and France. In 2024, the company reported revenue exceeding €16 million.

Milcamps prides itself on sourcing exclusively from European suppliers, maintaining a 90-year commitment to recipes free from preservatives and additives, and holding the latest industry certifications (BRC, IFS, Organic, RSPO, etc.). Its indulgent yet responsible products are stocked in retailers such as Carrefour, Intermarché, and Match, as well as in independent shops and horeca outlets.

From Traditional Flemish Pastries to Global Reach

For its part, Poppies Bakeries welcomed the acquisition not only as a way to expand its product portfolio, but also as a key step in reinforcing its position in the waffle category, both in Belgium and internationally.

“The acquisition of Milcamps once again highlights our growth dynamic, which is driven by both organic development and strategic acquisitions,” the group stated in a brief corporate announcement.

Poppies was founded in 1976, when economist Frans Castelein and his brother-in-law, master baker Luc Popelier, combined their skills to produce traditional Flemish pastries. Initially selling to market traders, small shops, and local artisans, they cultivated a close relationship with customers to better understand consumer tastes — and sales followed.

Poppies built its success by scaling artisanal baking principles into industrial processes, without losing sight of its roots.

A Sweet Journey

Cream puffs rolled off the production line for the first time in 1990 at the original factory in Zonnebeke, a town in Westhoek near Ypres known for its wartime history and cheese-making tradition. New sites followed in Comines and Ekeby (Sweden). In 2018, the group acquired Van Diermen, a European leader in frozen choux-based desserts.

Following a brand identity overhaul in 2022, Poppies Bakeries now positions itself as a global manufacturer of baked goods.

Led today by the second generation, with former Campina executive Patrick Reekmans as external CEO, the company operates 14 production sites and employs over 1,400 people across Europe and the United States. Its products are sold in more than 60 countries. In its most recent fiscal year, Poppies Bakeries SA reported revenue of €223.8 million.

The group warmly welcomed the team at the Walloon waffle factory to its growing international “Sweet Adventure.”