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ONGOING INNOVATION
From its inception, Bel has emphasized creativity and audacity to build on its success. The introduction of La vache qui rit (or The Laughing Cow®) in 1921 was truly an event. Packaging in individual portions, texture, taste, name, personality, and advertising campaign were all new concepts at the time. These ingredients are ageless, and they allow Bel to sell billions of portions around the world each year.
Each new Bel product has a pioneering spirit. Apéricube®, created in 1976, "invites itself to your cocktail hour", while Mini Babybel®, launched in 1990, can be eaten "anytime, anywhere."
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A CONQUERING SPIRIT BEYOND OUR BORDERS
The first Bel subsidiary outside France was created in 1929 in the United Kingdom, just eight years after the launch of The Laughing Cow®. Later, the Group's five core brands would all come to enjoy international growth thanks to their mild taste, which garnered universal appeal. Over time, the Group’s international production and operations teams developed state of the art manufacturing and packaging solutions that seamlessly allow exportation throughout the world.
The group's international expansion began in Western Europe, and then spread to the United States and Morocco in the 1970's. More recently added markets include Algeria, Syria, Iran, Japan, Canada, China and the Czech Republic. Today more than 80% of the group's sales volume is generated outside France.
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NEW BRANDS ACQUIRED
Organic growth is one of the keys to keeping the Group's development profitable. To drive organic growth, Bel continuously updates its product portfolio to meet consumer demand for new and healthy snacks.
External growth is another path to profitable expansion. Bel seeks to acquire strong, differentiated brands that are well established in their markets, just like its own core brands. That was certainly the case for Leerdammer® and Boursin®. Both of them had all the requisite qualities for joining the Group, including significant brand awareness, international presence, product-line development potential and are thus become part of Bel core brands.
Nearly 150 years of innovation
Underpinned by its five core brands and their strong identities, Bel's history is marked by innovations and never-ending quest for winning international markets.
