Reinventing Bel: why and how.

For some time now, I’ve been observing an evolution in consumer needs and I’ve noted that they are accelerating, making companies face up their responsibilities.

Given the scale of environmental and societal challenges, consumers are keener than ever to understand what they are buying and consuming. They no longer hesitate to challenge food and beverage companies, wanting answers and proof. We’ve moved from an age where people focus on “what” to an age where the main question is “how.” Eating has become an act of militancy, full of meaning.

When I joined the Group 18 months ago, I noticed that our teams were working day by day to rise to the challenge of sustainable food. Strong commitments had been made in terms of nutrition, sustainable farming and reducing Bel’s environmental footprint.

"Championing healthier and responsible food for all"

To go further in our role as a committed company, we decided to focus our corporate mission on these commitments and to add a goal of more inclusive food. “Championing healthier and responsible food FOR ALL” is now our motto. However, taking on this mission requires us to reinvent our business. We’ve engaged in a major transformation of our business model and reinforced our positioning in healthy snacks, a growing market that’s offering new opportunities to the Group and its brands.

This commitment FOR ALL is nothing new at Bel. Through portions, Bel’s signature format since the launch of The Laughing Cow? in 1921, the Group has always endeavored to bring food safety, healthy products to as many people as possible worldwide. Today, together, we’ve chosen to go even further.

Since 2012, we’ve already updated 180 of our recipes worldwide and made a priority of reducing additives. By 2021, we will have removed all artificial flavorings and colorings from our core brands. We also want organic food to be accessible to all. Last year, we launched the first organic product in Bel’s history with Mini Babybel, and we are proud of being able to offer an organic version of our iconic brand, The Laughing Cow?. This is another example of what FOR ALL means at Bel. And it’s just the beginning. In the future, we’ll offer organic versions of all our core brands.

The Laughing Cow goes organic.

At the same time, we’re fully aware that in certain countries, the lowest-income populations tend to have the unhealthiest diets, with higher rates of certain diseases and deficiencies. We designed Milky Delight? with them in mind, taking their needs and lifestyles into account. This product is enriched with calcium and vitamins, and sold at an affordable price.

Délice de Lait

But we’re not only improving what we’re already doing.

We’re also truly reinventing ourselves. And to rise to the challenge of sustainable food that is both environmentally and human friendly, we’re making a major strategic turn and innovating to extend our dairy and fruit offering in the healthy snacks market.

We are innovating in plant-based products to broaden our ranges. Starting in 2020, we will offer hybrid recipes, combining dairy and plant-based ingredients. Imagine, for example, that The Laughing Cow? will in the future combine milk and legumes to meet new consumer needs… This is not science fiction. It’s where we are headed.

We could look at other areas or examples but these are the main points: we’re adopting a positive food model, we’re committed to healthier and responsible food for all, and we’re proudly stating our ambitions and commitments. The nature of our business enables us to combine societal issues with our company’s interests.

Today, our roadmap is very clear. The foundations have been laid and we need to accelerate transformation in our business and our brands.

Championing the moto For All. For Good and applying this approach to everything we do will continue to drive the transformation of our brands, to build positive brands that will fuel growth for Bel.

#ForAllForGood

Cécile Beliot.