Bel accelerates its transformation strategy and innovates in its
markets - “For All For Good” at the heart of a unique model
Suresnes, October 13, 2020
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 Antoine Fievet and Cécile
Béliot, Executive Vice-President in charge of strategy, growth
levers and markets, expressed strong shared convictions today
during a joint conference. Bel’s unique business model provides
concrete solutions for healthier and responsible food for all,
especially in these uncertain times. During their joint
presentation, Bel’s executives were able to review the Covid
situation and to illustrate the acceleration of the Group’s
transformation, through the numerous innovation projects developed
in different markets.
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.
Antoine Fievet took this opportunity to
reiterate that maintaining the food chain during the crisis would
not have been possible without the mobilization of all, including
farmers, suppliers and distributors. An example of solidarity that
he wishes to see extended beyond the crisis.
“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 Antoine Fievet.
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 Bel Group, with the
expertise of the WWF France, structured a biodiversity policy
aggregating the commitments made by the Group. The specificity of
this approach is that it takes into account the entire value chain,
from farm to plate.
Since October 1, 2020, Bel, which had already
joined Act For Nature France, has continued its commitment by
joining the international Act For Nature initiative at the
international level, which brings together companies, public
authorities, scientists and associations to create a true
international collective dynamic to protect, enhance and restore
biodiversity.
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 Sarthe. In the spring of 2021, a brand new
recipe for The Laughing Cow will be put on the market with an
equally short list of ingredients.
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 the United
States and in Great Britain with one product containing probiotics
and another one enriched with vitamins.
“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).
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 Algeria with a recipe rich in Calcium, vitamin
A and D, and at a price in line with the local economic and social
context.Bel is also pursuing its strategy of democratizing organic
products. Since September 2 and for six months, Mini Babybel
organic has been offered in Happy Meal menus in the 1,490
McDonald's restaurants in France.According to Antoine Fievet: "I am
convinced that we must build a food model that can have a positive
impact on our entire ecosystem. All BEL employees are mobilized to
open a new path with our partners for a more sustainable and
responsible future of food".
About Bel
The Bel Group is one of the world leaders in the
branded cheese sector and a major player in the healthy snacking
segment. Its portfolio of differentiated and international brands
such as The Laughing Cow®, Kiri®, Mini Babybel®, Leerdammer®,
Boursin®, Pom'Potes® and GoGo squeeZ®, as well as around twenty
other local brands, enabled the Group to achieve a turnover of €3.4
billion in 2019.
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
------------Press Contacts
Groupe Bel – Agence BCWAlice Dalla Costa /
Cécile Pochard alice.dalla-costa@bcw-global.com /
cecile.pochard@bcw-global.com01 56 03 12 26 / 01 56 03 12 95
- Press Release_Bel Group_EN_10132020