BEL STRENGTHENS ITS INDUSTRIAL FOOTPRINT WITH MORE THAN $350 MILLION INVESTMENT IN THE U.S.
Photo of Bel U.S. Brookings, South Dakota facility
Paris (April 28, 2025)—Bel, the French maker of iconic brands like Mini Babybel®, GoGo squeeZ®, and The Laughing Cow®, is strengthening its leadership in portion-sized dairy, fruit, and vegetable snacks.
Bel Invests in the U.S. Heartland
- A $200 million factory expansion in Brookings, SD, to increase Mini Babybel® production capacity by 10,000 tons annually.
- After an investment of around $130 million made in its facility of Nampa, ID, to double the production capacity of GoGo squeeZ® products, new production lines start-up to ensure 100% of U.S. GoGo squeeZ® fruit products are produced locally with US apples.
- A nearly $20 million investment in a new production unit for The Laughing Cow®, Little Chute, WI, and in Boursin® production capabilities, enhancing operational flexibility and efficiency.
These investments are expected to create approximately 250 jobs across the United States.
Making America Healthy
Remaining true to its mission of providing healthier and accessible food for all, Bel’s long-term commitment to the U.S. includes helping Americans make healthier choices. Bel is innovating away from unnecessary food additives to provide nutrition options and snacks that meet dietary needs. Our products support a balanced diet making it easier for Americans to get more dairy, fruits and vegetables in their diet.
A Strong U.S. Presence Rooted in Local Communities
Bel is a family-owned business with 160 years of experience with strong local anchorage in the markets where it operates, including in the U.S. where it has operated for over 50 years. Today, the U.S. represents Bel’s largest market, accounting for 33% of its global sales, with retail sales surpassing $1.5 billion and doubling between 2018 and 2024. Bel aims to double U.S. business again in the coming years, representing its first growth lever and more than half of the forecasted growth of the Group.
The company sources the majority of its ingredients locally, including apples for GoGo squeeZ® and all milk used for Mini Babybel® in the U.S. coming from South Dakota, Iowa, and Minnesota.
“At this important time, Bel is growing its market share with its portion-sized products, Bel is innovating its portions to meet nutritional needs for the U.S. diet based on new understanding of the connection between healthy eating and chronic disease. Opportunities for products such as portion-sized snacks to meet these important new goals is a growth opportunity and we are proud to be a part of the journey to help Americans make healthier choices” said Cécile Béliot, CEO of Bel Group.
About the Bel Group
The Bel Group is a major player in the healthy dairy, fruit and plant-based snacks segment. Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin®, Nurishh®, Pom’Potes®, and GoGo squeeZ®, as well as some 20 local brands. Together, these brands helped the Group generate sales of €3.7 billion in 2024.
Approximately 11,000 employees across 60 subsidiaries around the world contribute to the Group’s mission of providing healthier and more responsible food for all. Bel products are prepared at 30 production sites and distributed in more than 120 countries.
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Press contact
Bel Group, Mélanie Rigaud, melanie.rigaud@groupe-bel.com / +33 (0)6 88 42 42 59