With the launch of Nurishh, its first 100% plant-based brand, the Bel Group accelerates its transformation and confirms its ambition to contribute to making plant-based food accessible to all
In 2015, Bel began a transformation aimed at expanding its activities to become a major player in healthy snacking. The acquisition of MOM and its brands Materne®, Pom’Potes® and Mont-Blanc® in 2016 marked a first step in this diversification strategy.
Aware of the need to rebalance animal and plant-based diets to meet the needs of a growing world population while preserving the planet’s resources, the Bel Group announced in 2019 its intention to develop from now on in three complementary territories: dairy, fruit and vegetable.
To meet its ambitions and make its mark in the plant-based food market, the Group launched its first mixed or 100% plant-based products in 2020. Within the Boursin® brand, Bel unveiled Boursin© Dairy Free in the United States and Canada, followed by Les Créatifs Tartinables Boursin in France, part of whose range combines the softness and melt-in-the-mouth taste of cheese with vegetables or legumes. In 2021, the Group also launched The Laughing Cow© Blends, which brings together the best of dairy and legumes, in the United States, Germany, the United Kingdom, Canada and Australia.
This transformation is also carried out through a rapprochement with start-ups or pioneering companies, which are innovating for the healthy and sustainable food of tomorrow. In December 2020, the Group joined the dedicated plant-based and cell-based technology seed investment fund of Big Idea Ventures LLC, a global leader in FoodTech investment, to identify and support the most promising alternative protein entrepreneurs and projects.
Today, Bel is taking a new step in its transformation and launching Nurishh, its new international and entirely plant-based brand
« The launch of Nurishh marks a structuring step in Bel’s presence in the plant-based market, says Cécile Béliot, Executive Vice President in charge of strategy, growth drivers and markets. We have the ambition, but also the know-how and the capacity for innovation to contribute to making plant-based food truly accessible to all, in line with our mission, ‘For All, For Good’. This strategy, initiated with our core brands (The Laughing Cow®, Kiri®, Mini Babybel®…), is now being extended to a dedicated brand capable of meeting all dietary habits, tastes and needs. »
Nurishh’s wide range of products – from the Coeur Fleuri that can complement a cheese platter to a plant-based alternative to grated cheese – has been developed to support consumers in their various culinary uses, choices and eating habits, and to meet the demands of a fast-growing plant-based market.
With this new international brand, Bel intends to become one of the players in plant-based food and to democratise the consumption of these new products.
Nurishh now joins the Group’s portfolio of positive brands that drive change, alongside its iconic cheese and fruit brands: The Laughing Cow®, Kiri®, Babybel®, Boursin®, Leerdammer®, Pom’Potes® and GoGo squeeZ®. It illustrates the Bel Group’s ability to respond, through innovation, to the challenges of healthier, more responsible food that brings people together and is accessible to all.
