Company Behind Foodbag Launches Foodprepper: Belgium's Fastest Food Box

Tuesday, October 21, 2025

Smartmat, the Belgian holding company behind Foodbag that became part of Colruyt Group this year, is expanding its offering with Foodprepper. This newest addition is an innovative food box that meets the needs of families and people with busy schedules. Short on time but craving healthy, flavourful food? From breakfast and lunch to snacks and dinner: Foodprepper is the quickest route to delicious, healthy eating, any time of day

Better Food, Made Easy

Foodprepper addresses the growing demand for flexible, time-saving solutions. While cooking from scratch often means spending lots of time chopping and prepping, Foodprepper does that work for you. Think pre-cooked vegetables, marinated fish or meat, and ready-made sauces or dressings. At home, you simply follow a few easy steps to finish the meal in 15 minutes. A fresh, homemade meal is on the table in no time, without the kitchen stress. "Our mission is to make better eating easy. With Foodprepper, we're now reaching people who have little time but still want to eat fresh and delicious food," says Jessie Maras, CEO of Smartmat.

For Every Moment of the Day

Foodprepper was founded in 2021 in response to growing demand for fresh, healthy, ready-to-eat breakfast, lunch and snacks. Today, the company is reinforcing that strategy by expanding into a complete concept: quick, fresh solutions for every eating moment of the day. Want a hassle-free healthy breakfast, a quick lunch or a snack in between? No time to cook after work? Foodprepper has you covered: always quick, always fresh.

"Foodprepper stands for ultimate convenience, without compromising on quality or taste," says Tessa van Meerten, co-founder of Foodprepper. "With two young children ourselves, we understand better than anyone that people want to enjoy healthy, delicious, fresh food, but often don't have the time or energy to prepare everything themselves. With Foodprepper, we're making that possible, at any time of day."

Thanks to the logistical strength and years of expertise of Foodbag behind it, Foodprepper can further expand and refine its offering. "Our shared vision of healthy, fast food forms a strong foundation for building Foodprepper further," adds van Meerten.

Foodprepper is available from October in Flanders and Brussels. More info at www.foodprepper.be.

About Smartmat

Smartmat was founded in 2011 and grew after its merger with Foodbag in 2019 and the acquisition of 15gram in 2021 to become Belgium's largest fresh food e-commerce company. In 2022, Colruyt Group came on board as a shareholder, before fully acquiring Smartmat in 2025. That same year, Foodprepper was also added to the brand portfolio. With Foodbag, 15gram and Foodprepper, Smartmat continues its commitment to making healthy, varied food accessible to families and people with busy schedules.