Cheese is no longer just a sandwich product
For the Bel Group, cheese is becoming a growth driver around snacking, nutrition and sustainability.
In this new episode of The Retail Influencer by 20/CENT Retail, I spoke with Jean-David Thumelaire, Managing Director Benelux at Bel, about changing consumption habits and how a company with more than a century of history is preparing for the next 100 years.
A few highlights from our conversation:
- Price remains essential, but it is no longer enough to create value. Innovation, nutrition, new channels and sustainability are increasingly becoming key differentiators.
- Snacking is no longer a marginal trend: 80% of Belgians snack at least once a day, while "mini meals" are reshaping consumption occasions.
- Bel wants to become a "positive snacking" player, combining convenience and enjoyment with better nutritional quality.
- Iconic brands such as Babybel, The Laughing Cow, Kiri, Boursin and Maredsous need to preserve their heritage while remaining relevant to new generations.
- Sustainability is at the heart of the strategy: supporting dairy farmers, reducing packaging, regenerative agriculture and partnerships with retailers.
- Plant-based products and new sources of protein are part of the long-term vision, but taste remains the essential condition for convincing consumers.
A conversation that goes far beyond cheese and shows how a major FMCG company is rethinking its role in a food market undergoing profound change.
Listen to the full episode to discover the complete conversation and Bel's perspective on the future of food retail (content in french).
FromagePodcastJean-david ThumelaireBelRetailCheeseKaasFood