Yucheng, Shandong, June 3^rd, 2025

• Bel Group accelerates its development in China with the building of a second plant in Yucheng, Shandong, marking a new chapter in its local manufacturing strategy and dynamic development.
• This strategic investment is designed to meet the rising demand of the Chinese cheese and dairy market and support Bel’s ambition to grow profitably and sustainably, with more local production and R&D.
• The new facility embodies Bel’s long-term vision in China, with a phased approach and future expansion plans already under consideration.

Pour la première fois de son histoire centenaire, La Vache qui rit®, l’une des marques de fromage les plus iconiques du Groupe Bel, s’associe à la plus grande compétition de football du continent africain en devenant Fournisseur Officiel de la TotalEnergies CAF Coupe d’Afrique des Nations, Morocco 2025.

La cérémonie de signature s’est tenue le 24 juillet 2025 à Casablanca, en présence de Jérôme Garbi, Global Cheese Chief Officer, and CEO for Europe, Middle-East, Africa & Overseas Territories du Groupe Bel, et de Véron Mosengo-Omba, Secrétaire général de la CAF, à quelques mois du coup d’envoi du tournoi, prévu du 21 décembre 2025 au 18 janvier 2026. Cet événement rassemblera des millions de passionnés à travers l’Afrique et le monde, au rythme d’un football porteur d’émotions, de fierté et d’unité.

Bel Group held today a groundbreaking ceremony in Yucheng, China, to officially launch the construction of its second plant in the country, in the presence of Florian Sauvin, Chairman of the Supervisory Board, Stéphane Dupays, Chief Operations Officer, Jean-Christophe Coubat, Chief Asia Officer, Gorge Bai, General Manager of Bel China and local government officials, Mr. Zhang, Standing Party Committee Member of Dezhou City, Mr. Chen, Deputy Mayor of Dezhou City, Mr. Su, Party Secretary of Yucheng, and Mr. Wang, Mayor of Yucheng.

This new facility marks a major milestone in the Group’s growth trajectory in China and reflects its commitment to building a long-term, locally rooted, and sustainable business model.

Over the past few years, Bel China’s business has shown remarkable growth, driven by evolving dietary preferences, increasing demand for nutritious dairy products, and a growing interest in cheese snacking. In this dynamic environment, Bel China has successfully established itself as an important player, leveraging its portfolio of iconic brands and a growing local presence to deliver high quality, nutritious products for Chinese consumers.

Following the successful acquisition of 70% of Shandong Junjun Cheese Co., Ltd in 2022, Bel China has significantly accelerated its operations in the region. This first strategic move provided Bel with production and R&D capabilities, along with deep local insights. With this second plant, Bel is reinforcing its position by expanding its industrial footprint and unlocking new capacities to meet future demand.

This investment reflects Bel’s long-term confidence and commitment to the Chinese Market. The plant will be developed in multiple phases, in line with market evolution, sustainability commitments, and long-term ambitions.

Gorge Bai, General Manager of Bel China, stated:

“China is one of the most promising dairy markets in the world, and this new investment represents our strong confidence in its potential. By expanding our local production capabilities, we are taking a decisive step to accelerate our growth while reinforcing our long-term commitment to building a responsible and sustainable business in China.”

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Publicis Influence

Lavender Zhao

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