The Belgian Box: A Business Driven by Family, Tradition and Love

We are so lucky to be surrounded by an abundance of independent businesses across Norfolk, each holding a unique story.

Since setting up my website, I have loved speaking to the people behind these incredible businesses to discover the reason that inspired them to take the leap.

Not only do these businesses demonstrate their resilience and adaptability as they navigate our everchanging world, but they also build meaningful connections with the public and suppliers by sharing their character.

By supporting these businesses across Norfolk, not only are you helping the local economy, but you also helping to keep the owner’s dream alive.

I recently spoke to Madi and Tom, the owners of The Belgian Box, to discover the story behind their business, their plans for the year ahead and the power they believe good food has!

The business, which offers indulgent Belgian hot chocolates and cookie dough covered in delicious toppings, is fuelled by an inspirational mix of family, tradition and love.

When did The Belgian Box begin?

The idea for The Belgian Box first came about in the summer of 2023. Once we had the spark, we really ran headfirst into making it a reality. It was hard work trying to finalise our ideas.

Luckily, my partner Tom, who is a cookie dough expert, knew exactly what flavours we should go with.

By November we were just about ready to take the leap, with our first proper event taking place on 3rd November 2023 at the Hemsby fireworks — a much-loved village tradition. It felt like the perfect way to introduce ourselves and The Belgian Box to the community!

It was nerve wracking, but the support we received from our amazing families and friends was great. The best news is people seemed to love it!

We sold out at our second event - seeing people enjoy what we do made all the hard work worthwhile.

What inspired you to create the business?

Both Tom and I have worked for my family business, Madisons in Hemsby, for years — it’s actually how we met.

I come from a family of travelling showmen, so running a business and being part of these events is very much in my blood.

Tom also comes from a hardworking family and he’s very driven, so starting our own business together felt like a natural next step.

From there, we simply thought about the things we both love and what we’d like to see ourselves.

My Mum and Aunt have been serving proper Belgian hot chocolates at Madisons for years and we love drinking them almost as much as we love making them! We are both also major chocoholics, so taking inspiration from them and creating something comforting and a little bit special felt like the perfect place to start.

What delicious items are on your menu (and where do you look for inspiration for new items)?

At The Belgian Box, we specialise in indulgent sweet treats.

Our hot chocolates are made using real melted Belgian chocolate — milk or white — and are available in eight delicious flavours, including Terry’s Chocolate Orange, Black Forest, Kinder, Biscoff, as well as seasonal favourites such as gingerbread.

We also serve warm cookie dough desserts, generously loaded with melted chocolate and toppings.

Our bestseller, The Belgian, is our signature creation: warm cookie dough smothered in both milk and white Belgian chocolate, finished with a swirl of whipped cream.

But we’ve got a flavour for everyone, whether it’s bueno, Oreo, Biscoff, Dubai Style or even our s’mores!

When it comes to inspiration, we take cues from classic flavour combinations, seasonal treats, and our own love for indulgent desserts.

We’re always looking for new ways to surprise and delight our customers while staying true to what we love.

Describe The Belgian Box in three words!

Handcrafted, luxurious and indulgent.

Everything we create is made by just the two of us, with real attention to detail and quality ingredients.

We want our treats to feel like a little luxury — something comforting, indulgent and special — while still keeping that personal, handcrafted touch that comes from a small, independent business.

If you could go back and change one thing when setting up The Belgian Box, what would it be?

That’s a tough one!

If anything, we’d probably wish we could have launched with an even bigger range of flavours and toppings — we’re always coming up with new ideas and it’s hard to narrow them down.

On a lighter note, Tom and I both agree we probably wish we’d eaten a little less cookie dough during the testing phase… we did a lot of sampling!

What is the most rewarding aspect of attending events across Norfolk?

For us, the most rewarding part is being part of something that genuinely makes people happy.

We attend all our events alongside Ms Traditional Doughnuts & Coffee, which is run by my Mum, Dad, and Aunt, so it really feels like a whole family affair.

We love the buzz of the events, seeing the smiles on people’s faces, and knowing our treats bring a little extra joy to their day.

What power do you believe good food has?

I believe good food has the power to bring people together.

Sharing a delicious treat with friends and family can lift spirits, spark conversation, and create memories. And no food is as good as local food. Going out for lunch in a nearby pub with friends, grabbing a little indulgent treat at a Christmas market or visiting the local coffee shop.

Not only is it fun, but it can also help support a small business too!

If we all took a little more time to enjoy good food with good company, I honestly think the world would be a better place. That’s exactly what we aim to do with The Belgian Box. One treat at a time.

What do you love most about being part of the community of independent food businesses across Norfolk?

What I love most about Norfolk’s independent food community is how genuinely special and supportive it is.

Everyone we’ve met is doing what they do because they love it, and they are always ready to lend a hand or help each other out.

It’s inspiring to be surrounded by passionate people, many of whom work with incredible local produce, and it really makes the community feel close-knit and welcoming.

We live in a fantastic area with a diverse selection of locally sourced food, and it should be praised!

What is your proudest achievement since opening The Belgian Box?

Honestly, it’s hard to pick just one!

Every time we attend an event, it feels like an achievement. Just being there, serving our treats, and seeing people enjoy them is incredibly rewarding — each happy customer reminds us why we started The Belgian Box in the first place.

On top of that, we were overjoyed to receive our 5-star hygiene rating, and this year we’re celebrating our third anniversary of doing this, which feels fantastic.

What impact do you believe social media has had on the food industry?

Social media has been amazing for the food industry. It allows us to see other businesses showcasing their incredible products, and it gives us a platform to connect with our customers and show them what we do.

We’ve received so many kind comments and supportive messages through our channels, which is always wonderful to see.

While trends come and go, we believe that something truly delicious will never go out of style!

What are your plans for 2026?

We have some really exciting plans in the works for 2026!

It’s going to be a bit different from what we are used to, but we can’t wait.

We’ve got lots of ideas we know people are going to love and it’s going to be a big year for us, so watch this space!

Above all, we’re incredibly grateful to everyone who has ever visited The Belgian Box or supported us along the way — it’s thanks to them that we can keep doing what we love.

To keep up to date with the delicious work of The Belgian Box, you can check out their Instagram (@thebelgianbox_)!