The Bel - visit site - Bel Group

● 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