Bel accelerates its transformation strategy and innovates in its markets - “For All For Good” at the heart of a unique model - Seite 3

“Our strength is our positive and accessible brands. That is why we wanted them to carry our commitments and play a driving role in innovation” said Cécile Béliot.

 

 

The new plant-based challenge: Bel aims for leadership in the category

 

The Group’s ambition is to provide a plant-based offer for each one of its core brands. As of January 2021, Bel will launch « The Laughing Cow Blends” in the United States, the United Kingdom, Canada and Germany, countries where The Laughing Cow is mainly consumed by adults and where there is strong potential among flexitarians. Three references with cheese, vegetables and spices will be offered.

A plant-based version of Boursin will be sold on the American market through the Amazon Fresh platform as of the end of October 2020.

To go even further, Bel is developing a plant-based Mini Babybel project that should be launched next year in the United States and is preparing, in the coming months, the launch of a new international brand fully dedicated to plant-based products.

 

Innovating for the planet

 

In mid-2019, Bel joined the Steering Committee of the Consumption Date Pact initiated by Too Good To Go in France. In March 2020, Bel was one of the first companies to concretize its commitment with Too Good To Go through The Laughing Cow. The Group uses the divider that separates the portions of its famous cheese to raise consumer awareness and encourage them to trust their senses to "observe, smell, taste" the product once the date has passed, before throwing it away. Within the Bel Group, MOM has also joined the Too Good To Go Pact. Bel is considering the development of similar operations in other countries.

 

Concrete advances in the area of responsible packaging are being made by the Group, which aims for 100% recyclable and/or biodegradable packaging by 2025. To date, 84% of packaging is already biodegradable or recyclable.

 

Major innovations are being introduced via Mini Babybel, including a partnership with Terracycle (in Canada, the United Kingdom, Ireland and Germany) to create national packaging recycling programs. By the end of the year, the cellophane that wraps Mini Babybel will be compostable and a statement will be added on the packs in order to educate consumers. Finally, a bulk pilot project is underway in the form of a partnership between the DayByDay network and Mini Babybel Original/Mini Babybel Organic. A 6-week operation (from September 21 to October 30) is being launched in 6 stores: Strasbourg, Limoges and 4 stores in the Ile de France region (including 2 in Paris).