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Bel Group strengthens presence Down Under

Bel Group, the international cheese manufacturer behind brands like Babybel, The Laughing Cow, Kiri, and Boursin has opened a new subsidiary, Bel Brands Australia.

Starting 1 November 2024, Bel Brands Australia will take over the national distribution of Bel cheese products and have full ownership of local sales, retailer relationships and marketing activities.

“This is a historic day for Bel in Australia,” said managing director Eric Jeanmaire.

“We will now directly manage our brand distribution, work closely with retailers, have a stronger consumer centric approach to building our brands and driving innovation in a fast-evolving market.

“We’re excited to partner with retailers to introduce new products and further invest in our existing portfolio to help grow the healthy snacking category, accelerating growth in 2025 and beyond.”

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