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Areas of progress MAIN ACHIEVEMENTS AT END 2011
Facilitating
consumer access
to information
Incorporating the
Group’s commitment
to CSR in our brands’
promotional-offer
campaigns
52 • Bel Group 2011
Responsible communication
and consumption
Giving consumers who put their trust in our brands the keys
to responsible consumption.
• Nutritional information
- The Group mapped out its nutritional labeling policy and shared it with the operating regions to assist them
in implementing labeling renewal plans.
- Bel France made its nutritional labeling commitments offi cial by registering a voluntary charter to enhance
the nutritional content of Kiri ® and The Laughing Cow ® .
- In Senegal, a van carrying a nutritional message and a nutritionist visited 15,000 persons in 10 cities, to talk
about nutrition and to distribute a brochure spelling out the nutritional benefi ts of The Laughing Cow ® .
• Environmental information
- In France, Bel continued its work within the dairy profession to draft a reference guide that specifi es
methods for calculating and measuring the environmental impact of dairy products.
• The Responsible Communications Charter, which refl ects the Group’s commitment in the area of
communication, was appended to all contracts with communication agencies. Advertising was subject
to a strict internal validation process to ensure compliance with the charter.
• Local good citizenship actions were taken in the name of the Group’s brands, including:
- Mini Babybel ® ’s renewed support for Comic Relief’s Red Nose Day in the UK;
- Support for Cliniclowns nonprofi t in Belgium by The Laughing Cow ® , Kiri ® and Mini Babybel ® ;
- A partnership initiated by The Laughing Cow ® with the YMCA in the U.S. to encourage physical activity.
- A partnership signed by The Laughing Cow ® with the SOS Villages d’Enfants in France.
• Consumer views of the societal role of Bel’ brands were included in a tracking survey conducted in
all major Group markets. The fi rst wave - point zero – took place in 2011.
• France: Ecodesign rules for Point-of-Sale (POS) ads were established and presented to all French team
marketers. A Bel-specifi c POS label was created to measure and improve the environmental impact of
Group POS displays.