Suresnes,
Bel accelerates its transformation strategy and innovates in its markets
“For All For Good” at the heart of a unique model
CEO of Bel Group
In summary:
- Despite a difficult and still uncertain context, Bel withstood the first part of the crisis.
- Bel is pursuing its transformation strategy and remaining focused on its long-term vision of contributing to a new food model.
- The year 2020/2021 is marked by the acceleration of the innovation strategy for all core brands of the portfolio, with major launches in the plant-based category.
- The first functional product lines carried by Mini Babybel® will be launched in 2021 in
the United States .
- The Group is continuing its actions to promote biodiversity and is joining the Act For Nature initiative at the international level.
- Bel has made a concrete commitment to the fight against food waste and is implementing innovative pilot actions in the area of responsible packaging.
A family group that coped with the disruptions of the Covid crisis
In a very difficult context, Bel resisted well during the first part of the crisis. In the first half of the year, results were up by 4,8%. This growth was notably driven by products such as The Laughing Cow® and fruits compotes, with MOM. Faced with the uncertainties of a lasting crisis, the two executives have expressed the necessity to remain cautious and stay focused on the long-term vision of Bel’s unique family model.
“There is no future without responsibility”: in the age of COVID, Bel is more convinced than ever that its unique inclusive model combining performance and responsibility is the only way to face challenges and to stand the test of time. We are keeping our course, remaining determined in action, and accelerating.” said
Responsibility at the heart of the Bel model
To bring to life the “For All For Good” signature reveled a year ago, Bel is taking concrete actions in five areas: sustainable agriculture, healthy food, responsible packaging, the fight against climate change and product accessibility. The Bel model, which combines responsibility and performance, is now reflected in the Group’s organization, reflects in the Group’s organization, which has chosen to combine Finance and CSR within a single General Management team headed by Frédéric Médard.
Bel is reinforcing its environmental commitments with an inclusive approach. In 2020, the
Since
According to Cécile Béliot: “For the past year, we have been accelerating the Group’s transformation, with the conviction that a responsible and profitable growth is possible: an enlightened ‘capitalism’ that is moving from a logic of balance of power to a logic of value sharing, beyond any major stakes. This is what guides all the Group’s actions today.”
Innovation at the service of “eating better” and the environment
The Group is continuing to transform its brand portfolio by strengthening its strategy in three complementary areas: dairy, fruits and plant-based.
In 2019, 54 products were updated with nutrients-enriched recipes in markets where specific nutritional needs are expressed. Significant work has been done on simplicity with a new Kiri® recipes that was just been launched using only French milk and cream, water, salt and ferments. It will be produced in Sablé sur
Bel is also innovating through functional product lines. Babybel 5G Proteins was launched this year in several European countries. Babybel Plus, another line enriched with nutrients, will be launched at the end of 2020 in
“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
A plant-based version of Boursin® will be sold on the American market through the Amazon Fresh platform as of the end of
To go even further, Bel is developing a plant-based Mini Babybel project that should be launched next year in
Innovating for the planet
In mid-2019, Bel joined the
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
Products accessible everywhere, for all
The Group is also strengthening its product accessibility strategy. The "Simply" Laughing Cow version has been launched in July in
Bel is also pursuing its strategy of democratizing organic products. Since
According to
About Bel
12,400 employees in more than 40 subsidiaries around the world contribute to the deployment of the Group's mission: a commitment to healthier and more responsible food for all. Its products are produced in 32 production sites and distributed in nearly 120 countries.
www.groupe-bel.com
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Press Contacts
alice.dalla-costa@bcw-global.com / cecile.pochard@bcw-global.com
01 56 03 12 26 / 01 56 03 12 95
Attachment
- Press Release_Bel Group_EN_10132020
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