Planet B is Beloftevolle KMO van het Jaar in Oost-Vlaanderen

Planet B is Promising SME of the Year in East Flanders

Thanks to you, a small bamboo idea grew into a company with real impact

East Flemish Promising SME of the Year

UNIZO East Flanders has named Planet B its Promising SME of the Year 2025, alongside Klingele Chocolade as SME of the Year. This award has national appeal, with a jury of experts assessing SMEs on aspects including innovation, financial policy, internationalization, digitalization, human resources management, and environmental and social impact.

For Planet B, this is recognition within a strong field of finalists such as Artion and Pureto, two young companies that, like us, are building new standards in their sector.

From bamboo straws to scale-up in care

Planet B started in 2018 as a student project focusing on reusable bamboo straws. Today, it's a Ghent-based scale-up in the healthcare industry, from home care to self-care. We develop products that are as healthy as possible for people, animals, and the planet, with brands like WONDR care, Brauzz, and Klaaar. And something new is coming soon... In just a few years, it went from experimenting in small batches to millions of plastic bottles saved, one of the largest crowdfunding campaigns in Belgium, and a growing team working every day on the same mission: reinventing the care industry so that daily routines become healthier for people and the planet.

Why this prize is yours too

This award goes beyond just the team in Ghent. It belongs equally to everyone who ever tested a first bar, provided feedback on a prototype, launched a pallet of products in the store, helped showcase the Wondr of Gifting, or gradually transformed their bathroom into a more sustainable routine. The jury awards Planet B, but behind Planet B is a community of customers, retailers, suppliers, freelancers, investors, and ambassadors who participate in every experiment and every risk. Without that community, there would be no innovation, no growth, and no reason to participate in such an award at all.

What we do with this

This recognition is motivating, but doesn't change the fundamentals: we continue to work on products that are better for people, animals, and the planet, with radical transparency about what's working and what's not. The award provides additional support for continued investment in R&D, international growth, and sustainable production, so that our impact beyond Flanders is even greater.

Thank you! Thank you! Thank you!

Thanks to everyone who has believed in Planet B over the past few years: the early testers, the crowdfunders, the retailers, the organizations that wanted to collaborate with us, the employees who work hard every day to support this mission, and the partners who keep us on our toes.

Promising SME of the Year is, in name, an award for one company. In practice, it's a sign that a different approach to entrepreneurship is truly gaining ground. That's the work of an entire community. Thank you.

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FAQ

What is the “Promising SME of the Year” award?

It's a UNIZO award for young growth companies that excel in innovation, sound entrepreneurship, and social impact. One promising SME is selected from each province as a role model for other entrepreneurs.

Who awards the prize?

UNIZO East Flanders organizes the award, with a professional jury of entrepreneurs, experts, and partners. They visit the finalists, delve into the figures, and assess them based on multiple criteria, including strategy, team, growth, and impact.

Why was Planet B chosen as a Promising SME?

The jury emphasized our innovative approach to the healthcare industry, our international ambitions, and the way sustainability and social impact are at the core of our business model, not just an afterthought. The strong community surrounding our brands also played a role in their decision.

What does this award mean for customers and community?

For you, practically nothing will change, except that you'll know that an independent panel confirms that this way of doing business works. For us, it's extra fuel to continue investing in better products, transparent communication, and strong customer relationships.

Is Planet B going to change anything about the products or prices now?

The mission remains the same: to make products that are better for people, animals, and the planet, without compromising on quality. The award isn't a reason to raise prices, but rather to work even harder to achieve economies of scale and more efficient production so that sustainable choices remain accessible.

What does Planet B do with the extra visibility of this award?

We're using the attention to introduce more people to our brands, build new partnerships, and inspire other entrepreneurs to prioritize impact in their business models. The greater the leverage, the more we can help mobilize the sector.

Where can I read more about the election and the other winners?

On the UNIZO website and in recent reports from VRT NWS, AVS, and Gent in Beeld, among others, you'll find a comprehensive report on the election, the criteria, and the stories of the other companies.

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