Bel Group launches global switch to recyclable paper packaging for Babybel cheese

UK – France-based Bel Group has started replacing the bio-based cellophane wrappers on its Babybel mini cheeses with fully recyclable paper packaging. 

The transition kicked off with a commercial launch in the UK markets this month.

The company plans to introduce the new paper format in the United States, Canada, and Northern Europe during 2026. 

Complete rollout across all 50 markets where Babybel operates will occur by 2027. 

This change supports Bel’s target to make every piece of packaging recyclable or ready for reuse by 2030 while reducing overall plastic consumption.

Developing the paper alternative took several years of research. 

The material had to maintain product freshness, provide microbiological protection, and withstand varying temperatures during transport and storage.

Tests in factories and real-market conditions confirmed the paper performs at industrial scales.

The signature red wax coating on each cheese portion stays unchanged, as it helps preserve quality.

By 2027, paper for all Babybel items will come from certified responsibly managed forests. Production occurs at Bel’s five dedicated sites worldwide.

With more than two billion portions sold annually, Babybel serves as a flagship brand for these sustainability efforts.

Béatrice de Noray, Bel Group executive vice-president for growth, said innovation drives the company toward responsible food options. 

She added that updating Babybel packaging marks a major advance after over 70 years of the brand’s presence in households.

Bel continues work on eco-friendly options for other products. New solutions advance for Kiri spreadable cheese. 

The Laughing Cow portions and Materne fruit compotes now appear in bulk dispensing systems through the DéfiVrac Coalition, with in-store trials underway in France.

Bel Group expands in Asia with halal-certified dairy strategy

Recently, the company adapted recipes and partnerships to local tastes, aiming to boost accessibility in Asia.

Bel Group, known for its portioned cheeses under brands like Kiri and The Laughing Cow, has been driving localisation through regional tie-ups.

Kiri recently partnered with Korea’s Knotted Café, launching limited creations such as a Kiri Cheese Foam Matcha Latte and Cream Cheese-filled Bread.

Meanwhile, The Laughing Cow highlighted its versatility in Singapore by pairing cheese wedges with the traditional Nyonya snack Kueh Pie Tie.

Bel Group wanted to highlight the versatility of its cheeses through these promotions and to emphasise its commitment to maintaining product accessibility.

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