Today the Bel Group, a major player in the market of healthy snacks, introduced its new corporate identity as part of a profound transformation of its business model and brands. Since sustainable nutrition is a major current challenge for society, the new slogan “For All. For Good.” reflects the Bel Group’s commitment to promoting healthy and responsible food choices for all. From January 2020 and on, all of the Group’s brands will start representing the new mission statement.
The Bel Group’s new identity, logo, and slogan expresses the Company’s determination to make its mission of “Promoting Healthier and Responsible Food Choices for All” the basis of its responsible and profitable business model.
With a 100-year-history as a family-owned company and with cult brands (The Laughing Cow, Kiri, Mini Babybel, Leerdammer, Boursin, and GoGo squeeZ), which are known in over 130 countries, the Bel Group strives to play an essential role in a positive food revolution.
According to Antoine Fievet, Chairman and CEO of the Bel Group, “We have reached a certain limit after five generations of our company history. Today we face the challenge of how to feed the world’s growing population while preserving our planet’s resources. The food business model as we all know it is outdated. It is time to open the road to healthier, more responsible food that is accessible to everyone, and we, food producers, must give real answers. Thanks to our new slogan “For All. For Good.” we are convinced that sustainable and inclusive nutrition is possible by building a positive business model that includes all food industry stakeholders: farmers, producers, retailers, experts, and consumers.”
“For All. For Good” underscores our Company’s firm commitment and ability to delivering brands that are innovative, positive, and meaningful. This adherence to continuous improvement is reflected in the Bel Group’s ambitious undertakings in the areas of nutrition, sustainable agriculture, responsible packaging, reducing environmental impact, and increasing the accessibility of its products. The Bel Group is determined to increase the influence of its brands by offering products that benefit the community and the planet.