When we think of 'sweets', brands like Haribo, Look-O-Look, or Lutti usually pop into our heads. Interestingly, the most popular confectionery brands in Belgium aren't even Belgian – they're German, Dutch, and French. Enter Yolloh, a brand determined to change that. Founded five years ago, Yolloh is a proudly Belgian name in the world of high-quality sweets. "There was a gap in the market," says Frederic Naymark, co-founder and export manager. "We take great pride in building a strong Belgian brand with premium products."
Sweets for everyone
These days, people are more conscious about what they eat, often preferring healthier and cleaner options. Until Yolloh came along, the confectionery sector hadn't fully responded to these shifting preferences. Yolloh set out to change that, pioneering high-quality sweets that cater to modern dietary needs. Their vegan, gluten-free, gelatine-free, and sugar-free sweets are crafted with local ingredients across five Belgian factories.
Their range of 25 products is designed to appeal to everyone. With five different candy textures and four health-oriented options, there's something for every sweet tooth. Whether you're an animal lover, have coeliac disease, diabetes, or avoid gelatine for religious reasons, Yolloh aims to meet your needs.
Travelling the world
"Launching a new food company, your network is everything," says Frederic Naymark. This is why Yolloh has been active at numerous food fairs and export missions over the years. Their partnership with hub.brussels has been crucial in expanding their network, allowing them to connect with new people and stay up-to-date with developments in export markets.
It's tough for a young, small brand to carve out a niche in a market dominated by well-established players. Despite the fierce competition, Yolloh quickly found demand for their products. Within a few years, their sweets were available in more than 15 countries. Yolloh's fun PR campaign, centred around their mascot, has also helped. As Yolloh explores new markets, their mascot sends personalised postcards to each new country, making their global journey even more engaging.
Towards a better future
After overcoming a real challenge with the release of the 1st delicious sugar-free products in early 2024, next commitment is by 2026, Yolloh aims to have 100% plastic-free packaging. Achieving this is challenging because sweets often require transparent packaging, which currently relies on plastic. This is a significant global shift, but advancements in technology will eventually make it possible and more affordable. Yolloh's goal is to be among the first to adopt compostable packaging, leading the way towards a more sustainable future.