What is happening?
In France, the ecologic transition is going to be made by the companies. Issues such as waste management, eating better, etc. are matters on the floor every day. Bel wants to veganize some of its products and fully invest in CSR. This change is not a coincidence. It corresponds exactly to the new trends and wishes of consumers.
A lot of brands keep their identity and work in order to reinforce it. Antoine Fiévet, CEO of the family cheese group plans to transform Bel's model. Such a turning point will necessarily require a change in the identity of its brands. It's a big challenge but mandatory to adapt to the new world. This group works a lot on their snacks buy developing the perfect portions with good nutritive elements for the children to eat after school.
A few words about the group and its brands:
Fromageries Bel is an agri-food industry company based in Suresnes in the Hauts-de-Seine region of Île-de-France. Its various processing sites manufacture and market industrial cooked, semi-cooked, or pressed cheeses, many of which are in portions. The group owns several brands such as : Vache qui rit, Boursin, Babybel, Kiri, Leerdammer etc. Every product is adapted to one age range. For example the child will choose the Babybel when the adult will prefer the more pronounced taste of Boursin.
New horizons for the brand :
Bel invests €125 million for its sustainable development strategy, which is based on profitability, sustainable development and healthy food, with particular emphasis on plants. The group expands its activity and works on hybrid products: vegetable and dairy products.
A brand image very green, as its logo :
Their actions are in favor of a sustainable upstream dairy sector. The group undertakes to set up, in partnership with producers in 10 dairy basins from which it obtains supplies, projects concerning the promotion of good animal welfare practices, grazing and the use of sustainable and local animal feed. Furthermore, Bel wants to limit its CO2 emissions. This communication on the company's new CSR plan will undeniably be a factor in the company's competitiveness. Indeed, it will make them produce in a better way and please the consumers that feel concerned by climate change.
Its tagline is « for all, for good » and that inspires the sharing of products made in the right way.
Bel communicates on its mission to feed well children and adults by providing them the right quantity of nutrients and calcium they need. The brand wants to provide its consumers with healthy products made sustainably. They represent in a way the food of tomorrow
It shows its transparency and honesty by telling us the origin of its raw materials and the mode of production.
Conviviality, sharing, and happiness for all :
Bel also wants to be an educator and accompanying children as part of their daily lives. With their portions, they are easy to share, and they bring conviviality. They bring happiness and fun to the children by writing jokes in the Vache qui rit, toys in the Babybel etc.
RSE Innovation :
With their last innovation, the half vegetal Vache qui rit, Bel shows its audacity. Revisiting a classic is risky. The taste has to please the consumers.
They also launched another brand, « le fromage de margot » which is bio cheese and thus very trendy.
In conclusion, this stategy chance is necessary for Bel. Some products like Kiri have been attacked by rating applications such as Yuka, which denounce portions that are far too salty. A change in recipes and a change in brand image is necessary for Bel before consumers, increasingly aware, turn their backs on it.
Lucille Brunet
Sources :
- https://www.groupe-bel.com/fr/
- https://www.lsa-conso.fr/bel-et-ses-producteurs-signent-de-nouveaux-engagements-pour-2020,332651
- https://www.lsa-conso.fr/bel-annonce-la-transformation-de-son-modele,328856
In France, the ecologic transition is going to be made by the companies. Issues such as waste management, eating better, etc. are matters on the floor every day. Bel wants to veganize some of its products and fully invest in CSR. This change is not a coincidence. It corresponds exactly to the new trends and wishes of consumers.
A lot of brands keep their identity and work in order to reinforce it. Antoine Fiévet, CEO of the family cheese group plans to transform Bel's model. Such a turning point will necessarily require a change in the identity of its brands. It's a big challenge but mandatory to adapt to the new world. This group works a lot on their snacks buy developing the perfect portions with good nutritive elements for the children to eat after school.
Fromageries Bel is an agri-food industry company based in Suresnes in the Hauts-de-Seine region of Île-de-France. Its various processing sites manufacture and market industrial cooked, semi-cooked, or pressed cheeses, many of which are in portions. The group owns several brands such as : Vache qui rit, Boursin, Babybel, Kiri, Leerdammer etc. Every product is adapted to one age range. For example the child will choose the Babybel when the adult will prefer the more pronounced taste of Boursin.
New horizons for the brand :
Bel invests €125 million for its sustainable development strategy, which is based on profitability, sustainable development and healthy food, with particular emphasis on plants. The group expands its activity and works on hybrid products: vegetable and dairy products.
A brand image very green, as its logo :
Their actions are in favor of a sustainable upstream dairy sector. The group undertakes to set up, in partnership with producers in 10 dairy basins from which it obtains supplies, projects concerning the promotion of good animal welfare practices, grazing and the use of sustainable and local animal feed. Furthermore, Bel wants to limit its CO2 emissions. This communication on the company's new CSR plan will undeniably be a factor in the company's competitiveness. Indeed, it will make them produce in a better way and please the consumers that feel concerned by climate change.
Its tagline is « for all, for good » and that inspires the sharing of products made in the right way.
Bel communicates on its mission to feed well children and adults by providing them the right quantity of nutrients and calcium they need. The brand wants to provide its consumers with healthy products made sustainably. They represent in a way the food of tomorrow
It shows its transparency and honesty by telling us the origin of its raw materials and the mode of production.
Conviviality, sharing, and happiness for all :
Bel also wants to be an educator and accompanying children as part of their daily lives. With their portions, they are easy to share, and they bring conviviality. They bring happiness and fun to the children by writing jokes in the Vache qui rit, toys in the Babybel etc.
RSE Innovation :
With their last innovation, the half vegetal Vache qui rit, Bel shows its audacity. Revisiting a classic is risky. The taste has to please the consumers.
They also launched another brand, « le fromage de margot » which is bio cheese and thus very trendy.
In conclusion, this stategy chance is necessary for Bel. Some products like Kiri have been attacked by rating applications such as Yuka, which denounce portions that are far too salty. A change in recipes and a change in brand image is necessary for Bel before consumers, increasingly aware, turn their backs on it.
Lucille Brunet
Sources :
- https://www.groupe-bel.com/fr/
- https://www.lsa-conso.fr/bel-annonce-la-transformation-de-son-modele,328856
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