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12 • Groupe Bel 2011 Brand review Western Europe Eastern Europe Near and Middle East Greater Africa Americas, Asia-Pacifi c ● PORTUGAL Amanteigado ® , a cheese with personality With the launch of Amanteigado ® in March 2011, Limiano ® , Portugal’s leading cheese brand, successfully entered the uncooked pressed cheese market. The Portuguese teams have created a cheese with character, one with a soft texture, a mild yet intense taste, a practical format, a premium position, and an overnight success. ● GERMANY FLAVORED LEERDAMMER ® VOTED PRODUCT OF THE YEAR Three new varieties of Leerdammer ® cheese slices were rolled out in 2011, including tomato and basil, garlic and fresh herbs, black pepper and spice. The new range quickly overcame its direct competitor and was voted ”Product of the year” in the golden category by Lebensmittel magazine. ● UNITED STATES Mini Babybel ® ’s largest market Mini Babybel ® is riding a healthy snack food wave in America, where its sales have grown so rapidly that the U.S. has now become the brand’s largest market.
● SENEGAL Closer to consumers In Senegal, the Group’s historical sub-Sahara African market, Bel teams organized a nutrition themed tour that mixed education and entertainment. The effort was a delightful way to strengthen ties to consumers and raise awareness about The Laughing Cow ® ’s nutritional benefi ts. ● FRANCE Boursin ® gets a new range for aperitif time Creamy and tasty Boursin ® rolled in a thin slice of ham is not only an original and delicious idea, but also a technical feat. Two recipes, garlic and fresh herbs, and pepper, were successfully launched in France. ● RUMANIA ”Joy every day” That’s the promise Bel made to the Rumanian market in a cooperative effort with Danone. The Laughing Cow ® , Kiri ® and Mini Babybel ® all received a very promising welcome from consumers. ● APÉRICUBE ® Web-surfers have their say Over 120,000 fans of Apéricube ® participated in a unique and unprecedented ”fl avor search” contest to determine the best Apéricube ® fl avors to be made available as of March 2012. The contest was a way to reinvent the brand’s highly successful ”limited edition” range. ● UKRAINE GAMBLE TO GO UPMARKET PAYS OFF In a market dominated by cheese blocks and entry-level products, The Laughing Cow ® was positioned in the premium segment to highlight its quality, taste, texture, and user-friendly packaging. The short-term goal is to make The Laughing Cow ® Cheese Blocks the market leader. ● UNITED STATES BOURSIN ® MOVES INTO SNACK SEGMENT With Boursin Gourmet Tartine ® , Bel adapted to American eating habits, associating the fresh cheese with bread and crackers for enjoyment any time of the day. The launch of the spreadable Boursin ® range coincided with the brand’s fi rst nationwide TV campaign. ● HONG KONG Belcube ® targets women The latest Belcube ® advertising campaign presented the brand as a unique and healthy snack that contains just 18 calories. It was aimed at young and active women concerned about their fi gures and health. ● IRAN Kibi ® ’s success confi rmed A TV advertising campaign enabled Kibi ® , the Iranian version of the Kiri ® brand launched in 2010, to claim 70% of the cheese portion market in just a few months. Bel Group 2011 • 13
Page 1 and 2: 2011 BUSINESS AND CORPORATE SOCIAL
Page 3 and 4: An extraordinary brand portfolio Be
Page 5 and 6: PROFILE 17 marques nationales 8 mar
Page 7 and 8: 4.5% increase versus 2010 sales €
Page 9 and 10: ANTOINE FIÉVET, Chairman and CEO
Page 11 and 12: Sales breakdown 30 international an
Page 13 and 14: Bel Foodservice Bel Foodservice ope
Page 15: NEAR AND MIDDLE EAST ”Sales volum
Page 19 and 20: ● MOROCCO 90 years of nutrition T
Page 21 and 22: priority areas of action to be take
Page 23 and 24: 2011 Bel Group • 19
Page 25 and 26: Goal: One billion consumers by 2020
Page 27 and 28: 8% of Group sales generated by inno
Page 29 and 30: 14% reduction in salt content for T
Page 31 and 32: Bel Group 2011 • 27
Page 33 and 34: ”People First”, the social char
Page 35 and 36: Two areas of concern emerged from t
Page 37 and 38: can help defi ne action plans that
Page 39 and 40: A patchwork of actions A child in h
Page 41 and 42: What will The Laughing Cow ® W TC9
Page 43 and 44: Preserving the environment Bel is l
Page 45 and 46: practices. In countries lacking suc
Page 47 and 48: Esabel In 2011, Esabel was started
Page 49 and 50: 33% reduction in CO2 emissions from
Page 51 and 52: Bel Group 2011 • 47
Page 53 and 54: OUTLOOK FOR 2012 AND BEYOND The Gro
Page 57 and 58: OUTLOOK FOR 2012 AND BEYOND In coun
Page 63 and 64: OUTLOOK FOR 2012 AND BEYOND • Thr
Page 65 and 66: Dividend On March 22, 2012, the Boa
Page 67 and 68:
CONSOLIDATED BALANCE SHEET AT DECEM
Page 69:
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