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Sharing smiles
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WELL-KNOWN BRANDS DISTRIBUTED IN MORE THAN 120 COUNTRIES
Bel specializes in developing and manufacturing quality, brand name cheeses enjoyed around the world and affordable to all. The Group adapts its strategy to develop its brands and build its leadership in accordance with the country and by carefully studying eating habits.
The success of Bel brands, of which there are over 30 in the world, is based on their healthy and fun nature as well as being tasty and enjoyable to share with others. The five core brands - The Laughing Cow®, Mini Babybel®, Kiri®, Leerdammer®, Boursin® - are distributed on each of the five continents and coexist with over 20 leading local brands, for example, Apericube® in France and Japan, Régal Picon® in Africa and the Middle East, Shotska® in Ukraine and Maredsous® in Belgium.
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DIFFERENTIATED ADVANTAGES IN THE MARKET
Bel's success is built on three inseparable pillars, including a high performance manufacturing base notably featuring technological advances in miniaturization pioneering marketing teams that produce memorable advertising campaigns and a responsive sales force that works close to market and offers merchandising plans adapted to new consumer-spending and eating habits.
The group's 11,300 employees bring these key success factors to life every day. And they are committed to making them a permanent part of Bel's culture by applying the group's five founding values, ethics, innovation, enthusiasm, competence, and cohesion in their professional endeavors.
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GROWTH AND PROFITABILITY
The great growth of its business and a constant effort on the profitability of its operations allow Bel to display significant results in 2010.
The 2010 sales of the Group, at 2418 million, has grown by 8.9% compared to 2009. This result shows the power of Bel global brands and the adaptation of effective trade policies in the context of each of its markets.
Bel Group Overview
Bel is an international family-owned Group which has turned a traditional product, cheese, into an innovative concept. Its fun and healthy products which are adapted to our diverse eating habits appeal to consumers throughout the world. Bel's economic model is based on the strength of its differentiated and universal brands. They are at the heart of the Group's development strategy which combines a long-term vision, sustainable performance and growth at an international level.
