BRAUZZ. and Planet B Join Forces to Become the Largest Sustainable FMCG Player in the Benelux

Gent, 23 May 2025 – Two of Belgium’s most recognized sustainability-driven startups, BRAUZZ. and Planet B (the company behind WONDR, KLAAAR, Bambooze, and KIKO), have officially announced their merger. Together, they will form the largest sustainable FMCG company in the Benelux, accelerating their shared mission to make high-quality, eco-friendly products accessible to every household.

This move marks a significant milestone in the European sustainable consumer goods sector, showing that values-led businesses can scale up and take on global industry giants like Unilever, Procter & Gamble, and Henkel—not by competing, but by collaborating.

From Competitors to Co-Creators of Change

While Planet B has been leading the way in sustainable personal care, BRAUZZ. built a strong reputation in eco-friendly homecare. Rather than operating in parallel, the two companies have chosen to merge and combine their unique strengths—complementary markets, distribution networks, and product categories—to create a powerful front in the fight against waste and greenwashing.

The BRAUZZ. brand will continue to exist as a sublabel within Planet B, specifically for cleaning and homecare solutions.

“The merger with BRAUZZ. is a logical next step in our ambition to become the leading sustainable FMCG player in the Benelux. BRAUZZ. shares our passion for high-quality, eco-friendly products. Together, we can make a bigger impact and make sustainable solutions more accessible to every consumer,”
– Tibbe Verschaffel, CEO of Planet B

“Planet B has proven that sustainability and quality can go hand in hand. We’re proud to be part of this mission and to work together on a cleaner, more sustainable future,”
– Lowie Vercraeye, CEO of BRAUZZ.

Scaling Growth Through Complementarity

The merger brings BRAUZZ.’s strong presence in the Dutch market together with Planet B’s extensive retail, e-commerce, and marketplace network. The result? A stronger launchpad for rapid growth and product expansion across the region.

Combining R&D capabilities is also key: from waterless cleaning concentrates and solid shampoo bars to refillable packaging and transparent ingredients, the companies plan to accelerate innovation through shared product development.

Community-Led and Tech-Enabled

More than a company, Planet B aspires to be a movement. Both companies have built their brands in close collaboration with their communities and now invite their users to become co-owners. Through an ongoing sharefunding campaign, consumers can invest in the company starting at just €500.

These founders are not only building for their users—they’re building with them. Through direct customer feedback and transparent communication, their DTC model enables fast iteration and tight alignment with real consumer needs.

Ambition Beyond Benelux

Over the last five years, BRAUZZ. and Planet B have collectively reached €8 million in revenue and built a team of 35 employees. Their goal is clear: to become a leading sustainable FMCG challenger in Europe by 2027.

Their mission is about more than replacing plastic bottles. It’s about proving that impact-first businesses can scale, and that smaller, agile brands—rooted in purpose—can reshape industries long dominated by legacy players.

The merger is also part of a broader Buy & Build strategy, aiming to unite more sustainability-driven startups under one group, with the goal of amplifying collective impact and offering a viable, values-led alternative to traditional FMCG conglomerates.

From the People, For the People

“We believe this is just the beginning. We’re building a company from the people, for the people. Under the banner ‘Be the change,’ we’re inviting our customers, investors, and partners to help shape a cleaner, more transparent, and more inclusive future of FMCG,”
says Tibbe Verschaffel.

With backing from notable investors including Pitchdrive, and serial entrepreneurs like the Bogaert brothers, Jonas D’haenens, Jeroen De Witte (Teamleader), and Stéphane Ronse (Foodbag), the new group is positioned to grow its mission across Europe and beyond.

A New Era for Sustainable Consumer Goods

The message is clear: the Belgian sustainable movement is scaling up. And with Planet B and BRAUZZ. now united, the future of FMCG looks brighter, cleaner, and more collaborative than ever.

Be the change. It starts with all of us.