Why SKILUP ?
I am a parent, as you may be.
And like many parents, I have been confronted with the hassle of snacks. Too sweet, too fatty, lacking in good nutrients... In short, nothing really suitable to accompany our children in their daily lives.
I wanted a snack that ticked all the boxes: delicious, balanced, convenient, and one that provided energy without causing a spike in blood sugar levels.
So I decided to create SKILUP :
A snack designed for tweens (ages 7-13), at a key age when they are active, growing, building their confidence... and need real nutrition..
A snack that combines pleasure, balance, and energy, without compromising on taste. A
And with inspiring characters to help them believe in themselves and awaken their "skills".
It's a new energy for an entire generation.
— Loïc Daemen
SKILUP Founder & CEO
Behind the scenes of creation
Between August 2023 and 2025,
I created everything: the recipes, the brand universe, the characters, the packaging, the visual identity, the tone...
SKILUP was born from a vision that I carried alone, from concept to finished product.
Pour réussir, j'ai créé une équipe pluridisciplinaire :
- J’ai fait appel à une illustratrice pour traduire visuellement l’univers des personnages que j’imaginais.
- J'ai fait appel à l'agence marketing Infine (située à Liège) pour le positionnement, la lecture de pack et pour m'aider à structurer la marque. j'ai pensé chaque orientation, chaque choix de couleur, de mot, de goût, avec une exigence totale.
- J'ai fait appel au laboratoire R&D Celabor et au SPW recherche pour mener une étude sur l'impact des recettes sur la glycémie.
At the end of 2024,
Everything is accelerating: Delhaize decides to list four SKILUP products in its stores. This is a significant recognition and the start of a new chapter.
Initially, I wanted to have SKILUP manufactured by a producer in Europe. However, between the volume requirements of large corporations and the technical limitations of smaller companies, no solution met my needs or values.
So I made a big decision: to set up my own production unit.
In January 2025,
I find a building that already meets the standards, I set up the industrial project, and the banks support me.
Today,
everything is in place to launch SKILUP, exactly as I had imagined it.
Who am I ?
My name is Loïc Daemen, I am 38 years old, and I am the father of three amazing children and husband to a wonderful woman. I am passionate about sports, cooking, nature, and anything that brings people together. I love to create, innovate, push myself, dream big, and spread positivity around me.
After more than 15 years developing recipes for food brands, I felt it was time to do things differently. In August 2023, I decided to create SKILUP, a project that is 100% aligned with my values.
SKILUP is the culmination of my journey, but also a new beginning: a brand for children, designed with heart and meaning. Delicious, fun, and healthy snacks that nourish the body and build self-confidence. And a world that inspires children to be bold, believe in their abilities, and push themselves to achieve more.
I truly believe that nothing is impossible when you really believe in it and put the right energy into it. And that's what I want to pass on—to my children and to everyone else.