After the festive rush of Christmas and New Year, Belgium’s bakers are far from resting, as the demand for the traditional “galette des rois” or Epiphany cake continues to soar.
This sweet treat, which commemorates the visit of the Magi to the infant Jesus, has become an increasingly important part of Belgium’s culinary calendar, reflecting a growing cultural trend.
“The volume of production is becoming more and more comparable with the Christmas period,” says Albert Denoncin, President of the Fédération francophone de la boulangerie-pâtisserie, which represents French-speaking bakers and pastry-makers in Belgium.
With Epiphany celebrated on 6 January, or the Sunday following 1 January in Belgium, bakeries are finding themselves with more orders than ever for the beloved galette, a pastry traditionally filled with almond cream.
Denoncin highlights the significant increase in production over the past decade. “Ten years ago, just a few dozen galettes were produced by traditional bakeries; today, some bakers produce hundreds every year,” he explains.
The popularity of the cake has surged so much that on the industrial side, production numbers are reaching staggering figures.
Delhaize, one of the country’s leading supermarket chains, is expecting to sell a whopping 200,000 galettes this year, further underscoring the growing demand.
In Belgium, Epiphany and its associated celebrations have been gaining ground, especially as people embrace the festive tradition of sharing a galette with family and friends.
The Epiphany cake typically contains a small figurine, the fève, which brings good luck to the person who finds it.
The tradition of the “King’s Cake” has its roots in French and Belgian history, and its resurgence is part of a wider trend of re-engaging with older cultural practices, much like the French do with the holiday.
Bakers have welcomed the increase in demand, particularly since the period between Epiphany and Valentine’s Day can be relatively quiet. “In the past, bakers took a break after New Year’s Eve, but now it’s after Epiphany,” Denoncin notes.
This shift in the baking calendar has allowed shops to maintain a steady flow of business during what would otherwise be a lull.
A key factor in the growing appeal of the galette des rois is its modern transformation. Traditionally filled with a simple frangipane cream and a hazelnut hidden inside, today’s galettes are far more diverse. “Diversification is a bit about standing out,” says Denoncin.
“There are 10 to 20 different kinds of galette, so there’s something for everyone to choose from.” In recent years, variations with apricot, pistachio, and even chocolate have become popular, giving consumers more options to suit their tastes.
This innovation has helped to further fuel the popularity of the galette, especially among younger generations looking for new twists on classic recipes.
The expanded offerings make the cake accessible to a wider range of palates, ensuring that bakeries can appeal to both traditionalists and those seeking something new.
The tradition of the galette des rois, once a niche celebration, is now firmly entrenched in Belgium’s culinary landscape, offering an annual boost to bakers during the post-holiday season.
With its increasing popularity and the trend toward more creative variations, the Epiphany cake looks set to continue delighting Belgians for many years to come.
