With five universal core brands, including The Laughing Cow®, Kiri®, Leerdammer®, Boursin® and Mini Babybel®, and over 25 local brands, the Bel Group brings smiles to nearly 400 million consumers annually in 120 countries around the globe. These smiles, derived from the pleasure of eating food made with dairy goodness, and Bel's commitment to encouraging good eating habits and good-naturedness, form the common thread between the Group and its brands.
400 million smiles, everywhere in the world
The global success of Bel's brands can be illustrated by the 10 million portions of The Laughing Cow® consumed every day in the world, the equivalent of 1.5 billion square of Kiri® produced and nearly 4 million rounds of Leerdammer® sold in 2012.
Cheeses personified by conviviality
Bel's cheeses are made to match the strong personalities of its powerful brands, all of which deliver healthy and cheerful treats. This mix of nutritional quality and conviviality has led to Bel's brands being adopted as local specialties in all countries where the Group products are sold.
Milk, cream, butter, cheddar, and other types of cheese are typical of the ingredients found in Bel's cheese recipes. These recipes are rich in nutrients like calcium and proteins, and they deliver dairy goodness to markets in a portion-packaging format that guarantees product quality.
Audacity in the family genes
Led by Antoine Fiévet, a descendant of founder Léon Bel, Bel has maintained the values that have turned the family-operated company into a major food industry player. These values include an entrepreneurial spirit, a sustainable business model and a willingness to empower its 10,830 employees. In 2013, the Group generated consolidated sales of €2.7 billion, up 2.7 % over the previous year.
Question for Antoine Fiévet, Bel Group CEO
"Sharing smiles" is an engaging signature. Why adopt this positioning?
Our signature sums up Bel's mission of sharing smiles with families through the pleasure of dairy goodness. As a food manufacturer, Bel seeks to reconcile eating pleasure and nutrition, food cravings and food needs for families all around the world. This signature also reflects our mindset as a company, as Bel's roots are genetically grounded in the enthusiasm and smiles that propel our brands. We offer the opportunities that arise from our growth to our team members, and we believe it is our duty to promote enthusiasm and audacity.