Bel celebrated in 2015, 150 years of success and daring with a smile

Because smiles form the core of Bel’s DNA, the Group has decided to celebrate its 150th anniversary with humor and generosity. To celebrate this invention, Bel 12 000 employees and brands The Laughing Cow®, Babybel®, Kiri®, Boursin® and Leerdammer® had issued a challenge to spread lavish smiles all over the world.

With the “Say Cheese” campaign, Bel has invited you to share smiles to aid children. The challenge was to collect photos of smile shared on social networks with the #SayCheeseBel, or on to convert them into a €150,000 donation to the Bel Foundation.

The Bel foundation

The mission of the Bel Foundation is to support initiatives on behalf of children and teens in France and globally, with a focus on child nutrition. Since its founding in 2008, the Bel Foundation has assisted 200 projects in 30 countries, allocating nearly €1.8 million in that time. Bel employees active in charitable initiatives for children can also solicit the Foundation’s support. So far, 70 grants have been awarded to Bel employees to support the initiatives of local nonprofit organizations in which they are involved.

For more information about the Bel Foundation, please visit