Our story

We met as colleagues in 2016 and immediately realized we made a fantastic team at work. In 2019, we were both pregnant and the birth of our daughters, Eléonore and Léonelle, forged an even stronger bond between us.

As young moms, we shared many experiences—including the challenges of breakfast time. We were often at a loss for ideas, as we didn't want to serve our daughters a boring sandwich every morning. We started experimenting with the breakfasts we enjoyed ourselves and built upon that concept. After a great deal of experimentation, research, analysis, and countless phone calls, we announced our launch in January: Billiebubs, an oatmeal breakfast for babies and children aged 8 months and up.

In 2023, we added a second brand: Groats. Groats was the brand with which we aimed to conquer the retail market. We quickly realized that retail involved much larger volumes than what we had previously experienced with Billiebubs through pharmacies and our webshop. The most logical step was to merge the two brands, focusing all our efforts on a single brand, a single name, and a single mission.

In the summer of 2025, this idea became a reality: Groats and Billiebubs merged to become Billiebubs 2.0. We have a clear name and a clear mission: to offer babies and young children healthy, convenient, and delicious breakfast and snack options. We are still full of ambitious plans to make Billiebubs a household name for every family. Thank you for being part of our Billiebubs family.

Lots of love,

Elke & Clara