Abstract
The Bel group is a French familial company created by Léon and Jules Bel in 1865. These days the Bel group is the leading producer of cheese products worldwide and is the leading maker of processed cheese in Europe. Present in 125 countries, the group is a major international company which success is due to the fame of its worldwide brands such as La vache qui rit® or Babybel®, its multinational brands such as Apericube® or Port-Salut® and its national brands such as Kaukana® in the United States or Maredsous® in Belgium. Parallel to this activity of producing cheese –that represents 90% of its turnover-, the group is also developing two other activities : Bel Food service whose products target the professionals of agribusiness or catering and Bel Industry, specialized in the transformation of by-products such as whey, for agribusiness industries.
The success of the company can be explained by an emphasis on innovation in :
technologies : Bel is the first company who has invented the food-processing of the
triangular portion.
marketing and advertisement : Bel is a pioneer in advertisement. The company has succeeded in creating strong brands and with its likable red cow -the famous laughing cow- it has launched the first French cheese brand.
concept and products : with its mini-portions, Bel has invented a new way of eating cheese –anywhere and at anytime.
