The Bel Group
400 MILLION SMILES AROUND THE WORLD
10 million portions of The laughing cow® are eaten every day, the equivalent of 1.5 billion cubes of Kiri® and nearly 4 million wheels of Leerdammer® were sold in 2012. These figures demonstrate the success of the Bel brands throughout the whole world.
With five core universal brands—The laughing cow®, Kiri®, Leerdammer®, Boursin and Mini Babybel®—and more than 25 local brands, the Bel Group puts a smile on 400 million consumers' faces every year in 120 countries throughout the world. The thread that connects all the Group's brands is the smile that comes from the pleasure of consuming products made from what is best in milk and Bel's desire to promote healthy pleasure and happiness.
CHEESE AS A SYMBOL OF CONVIVIALITY
Bel makes cheese with strong characters like the powerful brands that communicate the idea of healthy pleasure and happiness. It is without doubt this blend of nutritional qualities and conviviality that has allowed the Bel brands to be adopted as local specialities in all the countries where the Group operates.
THE BEST OF MILK!
Milk, cream, butter, cheese (cheddar, etc.), are the ingredients that make up Bel cheeses. Recipes that are rich in nutrients, such as calcium and proteins, which provide the best parts of milk everywhere thanks to packaging in portions which ensure the quality of the products.
BOLDNESS IN THE DNA
Under the leadership of Antoine Fiévet—a descendant of the founder Léon Bel—Bel has been able to maintain its values throughout the growth of this family company, which is a major player in the food processing industry. These values are an entrepreneurial spirit, a lasting growth model and making its 10,830 employees invest themselves in their work. In 2013, the Group's sales revenue reached 2.7 billion euros, an increase of 2.7%.
A question for Antoine Fiévet, CEO of the Bel Group
The "Sharing smiles" slogan is appealing. Why choose this positioning? "Our slogan sums up Bel's mission: making families smile through the pleasure and the best of milk. As an agrifood company, Bel wants to allow families throughout the whole world to combine pleasure and nutrition, desire and necessity. But this slogan also puts into words the mind-set of Bel as a company—it comes from our brands' identities: enthusiasm and smiles. We want to offer our teams the opportunities provided by our growth and we consider it our responsibility to promote enthusiasm and boldness."