Present in Vietnam for over 65 years, the Bel Group leads the country’s cheese market, with The Laughing Cow®, known as Con Bò Cười in Vietnamese, holding an extraordinary 85% market share. The Group’s long history in the country and the fondness of Vietnamese families for The Laughing Cow® brand has enabled Bel to anchor its presence durably in Vietnam, with the establishment of a sales subsidiary in Ho Chi Minh City in 2008, followed by a first test-production site in 2010.
Building on the success of the initial local production test, Bel selected Vietnam to host its own production site, which will supply the local market and support the acceleration of the Group’s development strategy in Southeast Asia.
“I’m very pleased today to be inaugurating this Bel plant in Vietnam, which marks another step in our development in Southeast Asia,” said Antoine Fiévet. “The Laughing Cow is an iconic brand here, and I am delighted that we are strengthening the Group’s presence in this country to supply Southeast Asian markets. Bel’s international business model helps balance our growth opportunities and risk, while serving to locate our production facilities closer to consumer markets.”