Amuse might have been founded in 2018, but our roots run much deeper. Myriam De Brucker, current CEO of Amuse, takes a moment to travel back to where it all started.
1960
A Visionary Founder
The story of Amuse began in 1960 when Francis Pluym, founder of our parent company DBP, saw his employees eating from their metal tins. He created a plastic lunchbox with an expandable elastic band. Practical, colourful, and innovative, it transformed everyday meals.
2025
Lunches and Lunchboxes Today
65 years later, the humble lunchbox has become indispensable worldwide. Today, our product range includes an entire range of stylish and innovative lunchware – staying true to Francis’ ethos of practicality while adapting to modern needs with flair.
Imagine telling our grandparents about today’s packed lunches. Simple sandwiches have made room for salads, quinoa, pasta, and yoghurt, lovingly packed into lunchboxes that do more than just hold food: they make mealtime feel special.
Lunchware That Fits Every Lifestyle
At Amuse, we design for every kind of eater: from compact bowls that bring a taste of home to the office to stylish bento boxes that turn school meals into joyous feasts. And we will keep innovating and evolving alongside you.
Here’s to celebrating 65 years of reimagining lunch – and to dreaming about the future together. We can’t wait to find out what’s next.
