BEL USA - Purpose*Full Snacking unlocks nourishment.
In the United States, Bel is redefining snacking through what we call, Purpose Full Snacking: bringing nourishment, joy, and driving the future of snacks through our portfolio of iconic brands. Rooted in the U.S. for over 50 years, this market is one of our main stages and the engine of our global growth. Our U.S. presence is backed by significant investments, the cultural adaptation of our iconic brands, and forward-thinking strategies are boldly future-focused.
As 8 out of 10 U.S. consumers have diets low in fruit, vegetables, and dairy, we're rising to the challenge to provide consumers with better snacking options.
Through "Purpose*Full Snacking", we shift how consumers view snacking with our nourishing, joyful, and future-forward brands and products. Our innovative range of grab-and-go portions, crafted with a thoughtful mix of fruits, vegetables, and dairy, is designed to meet dietary needs, support the future of nutrition, and transform every snack into a moment of delight.
production sites
core brands: dairy, fruit, plant-based
global market for Mini Babybel®
OUR HISTORY IN THE U.S.
Mini Babybel® makes its grand entrance, swiftly winning hearts and becoming one of Bel’s star players in the U.S. market with its mini size and signature red coat.
Strengthening its presence, Bel USA snaps up Kaukauna, a whiz in spreadable cheeses, birthing Bel/Kaukauna USA in Little Chute. A perfect blend of American and European cheese traditions.
The Laughing Cow® spices up its menu with daring flavors: Blue, Queso Fresco, and Chipotle, Mozzarella Sun-Dried Tomato Basil. 2012 keeps the innovation rolling with Boursin® Gourmet, Mini Babybel® Mozzarella, White Cheddar, Chive & Onion.
GoGo squeeZ® joins the Bel family with the acquisition of Martene. Today, GoGo squeeZ® leads the pack in the U.S. squeezable applesauce arena, tailored to American tastes and preferences. This venture opens a second headquarters in New York, solidifying Bel's American stance.
Embracing the plant-based wave, Bel launches The Laughing Cow® Blends, creatively mixing dairy with legumes.
To keep pace with soaring demand, Bel unveils a cutting-edge facility in Brookings, South Dakota. Dedicated to Mini Babybel®, it boasts an impressive production capacity of over 10,000 tons per year—1.5 million portions each day—marking sustained growth in the American market.
THE COMPLETE FAMILY
Slices, rounds, and wedges: our unique formats spark creativity and dance with an irresistibly memorable taste.
OUR LOCATIONS
• Our North American Headquarters, Chicago, IL
In the bustling heart of the Midwest, our Bel Brands USA HQ thrives,
Crafting recipes with pride, where North American manufacturing strives.
• The Big Apple
In New York's vibrant scene, GoGo squeeZ takes its stand,
Brewing growth and innovation plans for our famed fruity hand.
• Little Chute, Heart of Dairyland
In Wisconsin’s embrace, our cheese spread shines bright,
With Little Chute's spirit, it's pure delight. First FSSC certified, leading the way,
Community and snacking, here to stay.
• Brookings, South Dakota
Our newest gem with cutting-edge flair,
Automation and efficiency beyond compare.
1.5 million portions, a marvel each day,
Setting standards in productivity's display.
• GoGo squeeZ, Michigan
Traverse City, apple country so green,
Where sustainability and energy efficiency are keen.
Minimizing impact, processes aligned,
Innovation and nature intertwined.
• GoGo West, Idaho
Since 2014, a beacon of tech in Nampa’s apple land,
Local apples in stride, our pouch compotes grand.
Innovation and progress, at the core of our quest,
In the orchard-rich west, we're crafting the best.