Bel USA revs up for partnership with NASCAR Cup Series Driver Riley Herbst
The passionate community of NASCAR racers, teams, and fans is an exciting new audience for Bel, its lineup of delicious snacks, and its Fight for Better Snacking.
USA – Bel USA has announced a new three-year partnership with NASCAR Cup Series driver Riley Herbst and the Terrible’s convenience stores.
The partnership will include race sponsorships, consumer experiences, social media content, hospitality opportunities, driver appearances, and integrated marketing programs, driving home a partnership filled with “on-the-go” action.
Bel’s portfolio of cheese, fruit, and dairy snacks is known for bringing delicious on-the-go nutrition to people in convenient portions and packaging that make it easy to choose nutritious snacks.
As a NASCAR driver, Riley Herbst understands the need for nutrition on the move, making him a natural partner for Bel. Bel’s fun-forward brands will make a great match for race lovers, helping to keep them ready to cheer!
As part of this partnership, Bel will also gain distribution with Terrible’s convenience stores in the Southwest United States. Founded and owned by Riley Herbst’s family, it’s a seamless connection between Riley’s thrills on the track and the on-the-go snacks his fans will be looking for.
The following brands will be available starting mid-October: Babybel® Original semi soft cheese, Babybel® White Cheddar semi soft cheese, Babybel® PRO semi soft cheese, The Laughing Cow® Original spreadable cheese wedges, The Laughing Cow® Dill Pickle spreadable cheese wedges, GoGo squeeZ® Apple Apple fruit blend, GoGo squeeZ® SlymeZ sweet and sour fruit gel, GOGO® Fruit Blend with Electrolytes, GOGO® Dairy Snack, GOGO® Fruit Smoothie.
The partnership will kick off with the events at Darlington Raceway on September 6 and Charlotte Motor Speedway on October 11 and feature vehicle wraps on Herbst’s No. 35 Toyota Camry XSE that will show off two of Bel’s iconic brands: GoGo squeeZ® and The Laughing Cow®. These vibrant designs will be the perfect kickoff for this bold collaboration.
“I’m excited to welcome Bel US onto my team, starting this weekend at Darlington and continuing into my new journey at LEGACY MOTOR CLUB in 2027,” said NASCAR Cup Series driver Riley Herbst.
“As an athlete, delicious and portion-sized snacks are key to a healthy regimen, so the Bel products are a perfect fit. We’re excited to have them on for two races this season and many more moving forward.”
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