MARKETREVIEWTHE BEL GROUP BUSINESS REPORT2012BRANDS THE RECIPE FOR SUCCESSTERRITORIES / CONSUMERS / LOCATIONS / GROWTH
BEL BRANDS CONJURE UP FUN AND SMILES. Historically evoked by the eldest brand, The Laughing Cow®, the smiles that the Bel Group aspires to share with all families are tied first and foremost to the intrinsic qualities of its products. Smiles are also associated with the practical and delightful side of the portions format, a serving that can be taken anywhere, eaten at mealtime or anytime and enjoyed at home or outdoors. And, of course, smiles are induced by audacious and humoristic advertising campaigns, such as “Have you laughed today?”, “Leerdammer®, it’s not as mild as you think”, “Mini Babybel®, it serves us right”, and “When The Laughing Cow®laughs, it’s an udder success.” All of these campaigns contribute to inspiring fun and sharing smiles. Some brands are more capable than others when it comes to winning customer loyalty. Iconic, they transcend eras, trends and boundaries, always staying positive and appealing. That describes Bel's brands. From Kiri®and Mini Babybel®to the mythical The Laughing Cow®, their success cannot be denied. Why? How? Here are five reasons.1BRANDSThe recipe for successBRANDS THAT ELICIT SMILESTO LEARN MORE ABOUT BEL INNOVATION, SEE PAGE 43 OF THIS REPORT.MORE INFORMATION...24_BRANDSMARKET REVIEW
MILK, WHETHER LIQUID OR PRO-CESSED, IS THE KEY COMPONENT in all Bel cheeses. Rich in proteins, vitamins and minerals, cheese is a major source of calcium, which is vital for healthy growth and bones. Bel’s cheeses contain in average of 300 mg to 900 mg of calcium per 100 grams of product, depending on the process used to make them. Cheeses meant for children are the main focus of Bel's nutri-tion policy, which as a matter of priority seeks to optimize calcium content, while managing the recipes’ fat and salt content. Because they go so well with other dishes, Bel cheeses are an excellent way to familiarize children with food groups that they don’t always seek out, such as vege-tables.2HEALTHY FUN“EASY TO COOK WITH, BEL CHEESES CAN HELP WHET THE APPETITES OF CHILDREN FOR OTHER FOOD GROUPS.”FORMULA RENEWALSAs part of its nutrition policy, Bel renewed several of its formulas in 2012. In Vietnam for example, fat content in The Laughing Cow®was lowered from 27g to 23.5g per 100 grams of product. A new recipe for Kiri®Crème was introduced in September. It’s now sold throughout Western Europe. Its 29.5g of fat content and 570mg of salt content per 100 grams of product meet the suggested targets in the Voluntary Commitment Charter of France's National Health and Nutrition Program.FOCUSBRANDS_25MARKET REVIEW
SPECIFIC FLAVORS HAVE BEEN DEVELOPED TO ECHO LOCAL CULINARY TRADITIONS.