Dairy Processing - December 2021 - 23

Bel Brands USA is leading the way with products that align
with its commitment to healthier and responsible food.
by Pamela Accetta Smith | pasmith@sosland.com
W
hen it comes to product innovation
and being on the cutting edge of
sustainable farming, Chicagobased
Bel Brands USA is definitely a force to
be reckoned with as the company continues to
make a positive impact on the dairy case, and
the communities in which it serves.
Regarding category trends and what
consumers value most in today's market,
Shannon Maher, chief marketing officer, Bel
Brands USA, said there has been a real trend
towards a greater interest in immunity and
holistic wellness. More specifically, products
with probiotic and prebiotic claims.
" The pandemic boosted this functional trend
even further as family snack habits shifted.
Indulgent products were high in the early
months of the stay-at-home orders, but led to
an emphasis on health and wellness in 2021, "
she said. " Bel met this trend with the launch of
Babybel plus+ Probiotic and Vitamins. "
The category has also seen a huge
opportunity when it comes to plant-based
offerings, Maher said.
" In 2020, plant-based product sales grew
faster than overall food sales, and more than
half of Americans were incorporating more
plant-based products into their daily lives. Given
Bel's background and product portfolio, this is
a shift the company has been closely tracking
for years, " Maher said. " One of the driving
factors Bel has identified behind this trend is
consumers' demand for more inclusive offerings,
not only to cater to all diets and restrictions,
but to also offer a flexitarian approach. We
are proud to lead the charge as one of the first
cheese companies to offer a selection of quality,
plant-based cheese offerings. "
Moreover, Bel Brands USA is committed to
championing healthier and more responsible
food for all, which includes those who cannot
(or choose not to) eat traditional dairy products.
Additionally, Maher said, consumers expect
companies to lead the way when it comes to
sustainability.
" We have seen that Americans expect
companies to invest in sustainability and
should be more efficient with the use of natural
resources, " she said. " Since 2003, Bel has been
improving its practices in efforts to be a better
steward of the environment, and a positive
force in the communities we serve. We've taken
measures to reduce our environmental footprint
at our production plants and have upped our
efforts in local communities. "
At a global level, sustainability ratings
provider EcoVadis recently awarded parent
company Bel Group with its Platinum Medal
rating for its Corporate Social Responsibility
(CSR) performance.
" This is the highest level of recognition from
EcoVadis, and places Bel in the top one percent
of the highest-rated companies in the world
across our business sector, " Maher said.
PRODUCT INNOVATION
Throughout the past year, Bel
Brands USA has continued to
unveil new products across
its portfolio of brands -
leading the category through
innovation by delivering on
evolving consumer demands
and taste preferences.
In early 2021, Babybel
introduced its first functional dairy
DAIRYPROCESSING.COM | DEC 2021 23
" Our ongoing
priority is to
deliver quality
products that
meet consumer
needs. "
Shannon Maher,
chief marketing officer,
Bel Brands USA
Photographer by Bel Brands USA
http://www.DAIRYPROCESSING.COM
Dairy Processing - December 2021

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