Bel Group breaks ground on US$200M expansion of Babybel facility in USA

USA – Bel Group has broken ground on a US$200 million expansion of its Babybel production facility in Brookings, a move that will double the plant’s capacity and deepen the company’s investment in USA dairy manufacturing.

The expansion represents one of the largest manufacturing investments by Bel Group in the United States and comes as the company seeks to meet sustained demand for portion-sized dairy snacks.

It will double the volume of milk sourced from American dairy farms, primarily in South Dakota and neighbouring states, further strengthening the regional dairy supply chain.

Cécile Béliot, CEO of Bel Group, said: “The United States is a strategic market and a key engine of growth for Bel. Expanding our Brookings facility reflects our commitment to investing locally, strengthening domestic production and supporting sustained demand for our brands.”

Bel has operated in the United States for more than 50 years, and the market is now the group’s largest globally, accounting for roughly 33% of total sales.

The company generates more than US$1.2 billion in annual US retail sales, with the business doubling between 2018 and 2024. Looking ahead, the company expects the USA to drive more than half of its projected global growth.

Once complete, the Brookings expansion will boost production capabilities, improve operational efficiency and support product innovation across Bel’s snacking portfolio. Increased capacity will also raise the plant’s daily milk intake, expanding partnerships with local dairy producers.

The investment also reflects changing consumer preferences in the USA, where demand for convenient, portion-controlled snacks continues to rise.

Peter McGuinness, CEO of Bel North America, said: “Babybel continues to see strong demand in the US, driven by consumers seeking convenient, portion-sized dairy snacks made with simple ingredients and delivering complete protein. Expanding our Brookings facility allows us to meet that demand while investing in American manufacturing, local jobs and the Brookings community.”

The project follows a recent US$10 million expansion at Bel’s facility in Little Chute, Wisconsin, which added 50 jobs and increased domestic production capacity.

Bel Group, known for brands including Babybel, The Laughing Cow, Boursin and GoGo squeeZ, says the investment supports its broader strategy to expand portion-sized dairy, fruit and vegetable snacks in the USA market.

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