Bel Brands USA expands plant-based as Babybel goes green

By Jim Cornall

- Last updated on GMT

Babybel is going green with the new plant-based launch.  Pic: Bel Brands USA
Babybel is going green with the new plant-based launch. Pic: Bel Brands USA

Related tags Groupe bel Cheese plant-based vegan Dairy alternatives vegan cheese Sustainability

Bel Brands USA, maker of Babybel, The Laughing Cow, and Boursin, is continuing to grow its plant-based portfolio.

Babybel Plant-Based will hit shelves nationwide next month as the newest innovation available in Bel's lineup of dairy-free offerings, joining Boursin Dairy-Free and Bel's wholly-plant-based product line, Nurishh.

Bel Brands USA said the cheese category is facing a huge opportunity when it comes to plant-based offerings. To address growing consumer needs and demands, Bel is investing in plant-based cheese alternatives, and the company said consumers expect the same quality and flavor profiles as its dairy-based products.

"At Bel Brands USA, we believe we can set the tone for the future of the cheese industry through a consumer- and customer-centric approach to innovation that focuses on products that meet evolving demands, even as those demands continue to shift,"​ said Shannon Maher, chief marketing officer at Bel Brands USA.

"To get plant-based cheese right, you need to know what makes cheese cheese. And that's exactly what you've trusted us to do for over 150 years."

The launches include Babybel Plant-Based, a certified plant-based, non-GMO project verified, and certified vegan snack, with the signature red wax coating changing colors to green.

The Nurishh portfolio is also being expanded, including a Cream Cheese Style product line in Plain and Chive varieties, a Cubes product line in Cheddar Style and Hot Pepper Style flavors, Parmesan Style Shreds, Hot Pepper Style Slices, a Slices variety pack (2 Packs of Cheddar Style Slices and 1 Pack of Mozzarella Style Slices),

In 2023, the company is launching The Laughing Cow Plant-Based.

"It's no secret in the dairy industry that cheese is one of the most technically challenging spaces for dairy alternatives because of its complexity. And the plant-based cheese category has largely struggled to deliver offerings that are delicious, accessible and meet consumers' expectations of cheese – until now,"​ said Katie Halgerson, Babybel development platform manager at Bel Brands USA.

Bel said it collaborated with consumers to develop the products. The latest innovations build upon Bel's portfolio of plant-based products which includes Bel's first wholly-plant based product line, Nurishh, and Boursin Dairy-Free. Launched in October 2020, consumer feedback on Boursin Dairy-Free has been very positive thus far, the company said.

Babybel Plant-Based will be available starting next month at select retailers nationally, and the new Nurishh offerings will be available starting in spring 2022. Existing flavors of Nurishh Shreds & Slices can be found at Stop & Shop and Giant Foods. Boursin Dairy Free is currently available at Trader Joe's, Sprouts, Kroger, Albertson's, Acme, Giant Food and more retailers nationwide. Boursin and Nurishh products are also available through foodservice distributors for professional usage.

Related topics Manufacturers Cheese Sustainability

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