Kiri

History

Origins

In 1865, the "Établissements Jules Bel", a business specialising in the maturation and trading of wheels of Comté, was founded in Orgelet, in the Jura department of eastern France. Jules Bel's son, Léon Bel, took over the family business in 1904.

During the First World War, Léon Bel served in a military meat supply unit whose mascot was a laughing beef designed by the French illustrator Benjamin Rabier. A few years later, after learning Swiss techniques for producing processed cheese with a long shelf life that could be stored at room temperature, he again commissioned Rabier to design the visual identity of the commercial brand The Laughing Cow (La Vache qui rit), which was registered in 1921.

Eight years later, in 1929, Bel created its first subsidiary in the United Kingdom. In 1933, another subsidiary was established in Belgium. In 1947, the Bonbel brand was launched. Three years later, in 1950, the company acquired Port Salut, which had been founded by Trappist monks in 1816. In 1952, Bel launched Babybel, one of the group's flagship brands. A new subsidiary was established in Germany in 1959.

Six years later, in 1965, another subsidiary was established in Spain, later becoming Bel España (Bel Spain). The Kiri brand was launched in 1966. A year later, in 1967, Bel established a subsidiary in the Netherlands, later becoming Bel Nederland (Bel Netherlands). The following year, in 1968, Les Fromageries Picon merged with the company.

In 1970, a subsidiary was established in the United States. Two years later, in 1972, it acquired Samos and launched the Sylphide brand. The following year, in 1973, Bel acquired Crowson in the United Kingdom, which later became Bel UK. That same year, it established a subsidiary in Switzerland, later becoming Bel Suisse.. In 1974, Bel established a subsidiary in Morocco, later known as SIALIM.

In 1976, it acquired the Société anonyme des fermiers réunis (SAFR) and its subsidiaries, including the Rouy and Le Roitelet brands.. The following year, it acquired an Italian company, later to become known as Bel Cademartori and launched Mini Babybel. In 1978, Bel acquired a company in Sweden, later becoming Bel Sverige (Bel Sweden).

Diversification and continued expansion

Since the 2010s, Bel has diversified its business into fruit-based products and plant-based alternatives, notably through acquisitions and the development of new brands.

In 2015, it acquired a 69.82% stake in Safilait, a Moroccan dairy and cheese company.

In October 2016, Bel acquired a 65% stake in the MOM Group for €850 million. MOM owns several food brands, including Pom’Potes, Gogo squeeZ’, Mont Blanc and Materne.

Throughout 2020s, the group increasingly positioned its portfolio around the healthy snacking market, focusing on dairy, fruit and plant-based products while developing new formats, flavours and nutritional offerings. In March 2020, Bel acquired All In Foods, a company specialising in plant-based alternatives and owner of the Nature & Moi brand. In October of that year, it announced plans to introduce plant-based versions of Boursin and Babybel.

In March 2021, Bel announced an agreement with Lactalis under which it sold the Leerdammer brand, along with its German, Italian, and Ukrainian subsidiaries, in exchange for the 23.16% stake that Lactalis held in Bel.

The following month, Bel launched the Nurishh brand, which replaced Nature & Moi in its plant-based product portfolio.

Bel acquired the remaining interest in the MOM Group in 2022.

In the first half of 2022, Bel's net profit fell to €34.2 million, nearly 50% lower than during the same period in 2021, mainly as a result of inflation. Revenue remained broadly stable at €1.6 billion.

That same year, Bel acquired the Chinese cheese manufacturer Shandong Junjun Cheese. It also established a joint venture with the Indian food group Britannia Industries, acquiring a 49% stake in the newly created subsidiary.

Products and brands

Bel operates in three main food categories: dairy products, fruit products and plant-based alternatives. Many of the group's products are marketed in single-portion formats, which have become one of its defining characteristics. The company has positioned portion-controlled products as part of its nutritional strategy, while expanding its core brands into dairy-free, lower-fat, protein-enriched and functional products.

Bel's portfolio includes around thirty international and regional brands, including Adler Edelcreme, Apéricube, Babybel, Bonbel, Boursin, Cantadou, , Karička, Karper, Kaukauna, Kiri, Limiano, Maredsous, Materne, Mont Blanc, Merkts, Nurishh, Picon, Pom'Potes, Price's, Régal Picon, Smetanito, Želetava, Sylphide, Syrokrém, Terra Nostra, Toastinette, The Laughing Cow and Wispride.

Operations

Bel employs approximately 11,000 people and operates around 30 manufacturing facilities in about 15 countries.

In France, the group's production facilities are located in Lons-le-Saunier, Dole, Sablé-sur-Sarthe, Évron, Croisy-sur-Eure, Chef-du-Pont, Vendôme, La Ferté-Bernard, Mayenne and Boué.

With headquarters in Chicago and New York, and plants across North America in Nampa, Traverse City, Brookings and Little Chute, Bel is revealing a world where every snack helps close the nutrition gap.

The group also operates manufacturing facilities across Europe, North America, Africa and Asia, producing both dairy and fruit products for international markets.

Bel's global research, innovation and development centre is located in Vendôme, France.

The centre develops new products, improves manufacturing processes and designs new packaging solutions for the group's international brands.

Corporate identity

Bel introduced a new corporate identity and logo in October 2019.

Cultural heritage

Bel supports several cultural and heritage initiatives related to its history and brands, including a museum dedicated to The Laughing Cow, located in Lons-Le-Saunier, France. Opened in 2009, the museum presents the history of the brand through exhibitions, archives and educational activities, and regularly hosts cultural events organised in partnership with Lab'Bel.

The Bel Foundation was established in 2008 by the Bel group and its reference shareholder, Unibel. It supports projects around the world promoting healthy eating among children and encouraging sustainable food practices.

In 2010, Lab'Bel, an art programme supporting contemporary artists through exhibitions, commissions and cultural partnerships, was created.

Throughout its history, Bel has several supported artists associated with its brands, including illustrators Benjamin Rabier, creator of the original Laughing Cow image, Francisque Poulbotand celebrated animator Paul Grimault. Bel sponsors a museum dedicated to its legendary cow – La Maison de La vache qui rit (The Laughing Cow Museum), in Lons-le-Saunier – which also houses special events hosted by Lab'Bel.

Among its projects, Lab'Bel has organised exhibitions in collaboration with the Palais de Tokyo in Paris.