Bel’s strength lies in the reputation of its brands, which are known for their quality, taste and user-friendliness. In order to cement the long-standing relationship between the Group’s brands and their consumers, these brands need to look beyond product sales as their sole aim. Instead, they need to meet the information needs of their consumers, ensure that they communicate in an ethical manner, and demonstrate their commitment to social and environmental causes.
Information about our products
In order to improve consumer access to information, Bel is committed to printing the details of a dedicated point of contact (website or customer service hotline number) on all packaging. Consumers will be able to use these contact details to ask any questions they may have or submit their comments.
Bel has also set out a list of information that it is committed to providing on its packaging, concerning the nutritional composition of the products that it sells. All information provided is approved by the Group’s nutritional experts.
All boxes of The Laughing Cow® sold in the Near East and Middle East feature a range of detailed information on the back of the packaging. This includes advice on consuming a portion of cheese as part of a healthy, balanced breakfast, a detailed table of nutritional values, and a website where children can learn about nutrition in a fun way.
Bel has its own Responsible Communications Charter, which sets out the principles that all Group communication materials (advertising, websites, promotions, etc.) must follow.
Through its communication and promotional campaigns, Bel also aims to promote more responsible practices among its consumers. For example, the Group encourages consumers to act in a more environmentally responsible manner (waste sorting, etc.) and adopt healthier food choices.
The website Albakara.com has adopted a pioneering approach to improving child nutrition in the Near East and Middle East regions. It uses The Laughing Cow® and four humorous characters representing poor food habits to teach children about making healthy choices in a fun way (online games and videos). Following the broadcast of the TV advert for the campaign, which was launched in May 2012, there were around 500,000 visits to the website in the space of just one week.
Bel Group’s major brands are developing partnerships with social and community associations. These partnerships, many of which are long-term in nature, are based on specific issues that are aligned with the missions and values of the brands concerned.
For example in France, Mini Babybel® supports Le Rire Médecin, a charity that helps hospitalised children to cope with their illnesses by bringing a touch of humour to their lives through sessions led by professional clowns.
The Laughing Cow® has been working for several years in partnership with SOS Children’s Villages, an organization which focuses on helping children who have no parental care or who are at risk of losing it to grow up in a warm and caring family environment. In Portugal, Greece, France and Spain, The Laughing Cow® has funded many birthday parties, family days out and nutritional education sessions as part of SOS Children’s Villages programmes.
The development of new technologies means that Bel is increasingly required to collect personal data about its consumers. Bel Group complies with all data protection and personal privacy laws. The Group’s Responsible Communication Charter clearly states that all employees must pay special attention to personal data that it collects about children during its marketing campaigns laws. The Group’s Responsible Communication Charter clearly states that all employees must pay special attention to personal data that it collects about children during its marketing campaigns.