Part of your cereal success
Your trusted partner in cereal food co-creation
For over 65 years, Michiels has been transforming cereals into high-quality, grain-based solutions. We control every step of the process, from raw material selection to finished product, and give you all the flexibility, consistency and speed you need to grow your private label or scale your brand.
Michiels in numbers
What we do best
Four capabilities, one production chain
From corn and wheat to oats, soy, spelt and rice, we master the full spectrum of cereals. With deep technical know-how and complete process control, we turn your idea into a scalable, market-ready solution, and most projects combine two or three of the capabilities below.
Cereal extrusion
Advanced extrusion technology for consistent, scalable cereal and snack applications. Pre-cooking makes grain instant and digestible, and reduces anti-nutritional factors, which improves the bioavailability of essential nutrients.
Oat processing
From oatmeal and instant porridge to oat snacks: tailored oat solutions with controlled texture and nutritional value. Oats are where it all started in 1959, and more than 65 years of experience shows in the result.
Cereal fortification
In-house enrichment with vitamins and minerals, aligned with your nutritional targets.
Customization
Taste, texture, shape and formulation, adapted to match your brand and your market. From a first briefing to a finished recipe, developed with our R&D team.
Private label for retailers
A cereal partner your buyers can rely on
For supermarket chains, discounters and buying groups looking for a reliable cereal partner with proven private label expertise. We offer a complete private label portfolio across a variety of cereal bases, reliable, high-quality raw materials, and scalable production with large stock volumes and fast response to demand.
For supermarket chains
A private label range that holds its own next to the leading brands on the shelf. We develop recipes that match local taste and produce them at consistent quality.
For discounters
Volume, price per unit and availability. Our cost structure is built for it: full process control in-house, efficient raw material sourcing and packaging that fills a pallet and a container without waste.
For buying groups
Several banners, several markets, one supplier. We handle varying volumes and different recipes for different members from the same production setup, which keeps your coordination simple.
Co-manufacturing for brands
Your recipe, our production floor
For cereal, snack and bar brands, and growing scale-ups looking for production capacity, flexibility or technical support. We bring your recipe to life with our production expertise, reliable quality batch after batch, scalable volumes with built-in flexibility, and co-development with our R&D team from day one.
For cereal brands
Porridge, cornflakes, natural flakes, corn sticks and other cereal products, produced to your specification. You keep the recipe and the brand; we provide the production know-how and the capacity behind it.
For snack and bar brands
Finished snacks and bars, or extruded cereal components for your own production, with the texture and shape your product needs, produced consistently at volume.
For scale-ups
You have a product that works and demand that is growing faster than your production. We take over the manufacturing, and our R&D team helps you make the recipe work at industrial scale.
End products
What comes off our line
Porridge, corn- & natural flakes, corn sticks, oatmeal, meal replacers, fortified blends and cereal components for snacks and bars.
Packaging
Packed the way your market buys it
Packaging is not the last step of a project, it is part of the product. Incoming packaging materials are checked, and every packaging run is tested, so each pack protects your product as it should. Formats range from small consumer packs to bulk, and labels are designed to your requirements.
- Bag in box
- Brick pack
- Doypack (pouch)
- Big bag
- Other formats on request
Who we produce for
Most of what we produce carries someone else’s name, and that is exactly the point. Our customers include supermarket chains, discounters, buying groups and international brands across Europe and beyond.
We also have a brand of our own: Billiebubs, a baby food brand for retail, developed and produced in-house with the same care we bring to every partner’s product.
Quality
Quality you can audit
Our production is built around strict food safety protocols, full traceability and internationally recognized certifications. Together, they meet the highest retail and regulatory standards, and reflect our commitment to excellence and reliability.
- FSSC 22000, including ISO 22000 and HACCP
- Approved baby food producer by FAVV, the Belgian Federal Agency for the Safety of the Food Chain
- Non-GMO and radiation-free production
- Halal certified production line
- Produced in accordance with EU food law
Additional certifications available on request.
