About Continental Sweets Belgium

After 25 years, Continental Sweets Belgium has grown into the leading specialist in the Food fast-moving consumer goods (FMCG) sector. Our goal is to become the strongest confectionery distribution network in Belgium, Luxembourg and the Netherlands. To this end, we offer our partners a choice between two professional partnership levels: as a full-service sales, marketing, and logistics partner and as a merchandising partner.


Full-service sales, marketing and logistics:

distribution from A to Z

When we say full-service, we mean full-service. We take care of the entire marketing strategy and the market implementation from A to Z. Online and offline, in close collaboration with the supplier.

In addition to its years of experience, Continental Sweets Belgium’s strength lies in the use of new online media and strong partnership deals, with among others, Center Parcs and Walibi.

A dedicated key account manager carries out all the sales tasks: meetings with the buyers, assessment reviews and detailing the annual strategies together with each retail partner.

We do this for brands such as Lutti, Sportlife, and Vicks.


Merchandising partner:

we provide your brand image

As your merchandising partner, Continental Sweets Belgium will take care of all in-store tasks. The marketing  and the key account management remain entirely in the suppliers control.

A dedicated team of 12 representatives will implement the strategies at every point of sale. They visit the points of sale, make sure that the sales and POS materials are placed correctly, and set up the placement on the shelves. Everything for creating the right brand image in the shops.

Brands like Jules Destrooper and Croky rely on our merchandising services.

The strongest distribution network

Every channel is utilised

We also utilise every possible channel so that we can remain the strongest distribution network. We have a strong foothold in the F1, F2, and F3 retail levels. Two representatives also focus on points of sale in the catering industry in and around sports centres. We are also in close contact with wholesalers and recently made our first forays into the Dutch market.


Some facts and figures about our strong distribution network:


Established in 1975


14 representatives, 6 key account management


Active throughout the BENELUX


Specialist in Food-FMCG


Turnover: 33 million euros

Two-time winner of the Storecheck Sales Team Awards

Every year the Storecheck Sales Team Awards honour the sales team from suppliers that offer the most added value to distributors and stores. We’re extremely proud that Continental Sweets has won this award twice already. Now on to the next one!