Bel Group may be 150 years old, but the French cheese giant is proving that it is not bound by tradition. Bel has become the first cheesemaker to incorporate Perfect Day’s animal-free dairy proteins into its products, introducing Nurishh Incredible Dairy cream cheese spread on January 1, 2023. Additionally, the company is set to launch a plant-based version of its renowned The Laughing Cow cheese wedges at Whole Foods stores across the nation, marking the completion of Bel’s commitment to offer plant-based alternatives for all its well-known cheese brands.
Florian Decaux, the plant-based acceleration director for Bel Brands USA, emphasized that the company’s innovative approach is integral to its “For All, For Good” corporate identity. Bel is dedicated to creating products that meet consumer demands in terms of flavor, ingredients, and sustainability. To achieve this, Decaux stated that Bel collaborates with innovators like Perfect Day. “We believe that together we can effectively leverage innovative technology to develop a product that can match — and even surpass — traditional cheeses. This aligns with our mission at Bel to redefine consumer expectations for alternative dairy and dairy-alternative cheese,” Decaux remarked.
Nurishh Incredible Dairy Spread is the inaugural product featuring dairy under the Nurishh brand, which focuses on plant-based options. Since this product utilizes Perfect Day’s whey proteins, produced through precision fermentation rather than from animals, it is deemed more sustainable than conventional dairy cheese and is also lactose-free. Decaux explained that the decision to create a cream cheese using Perfect Day’s proteins was based on whey’s superior performance in spreadable formats. The resulting Nurishh Incredible Dairy offers a texture and flavor reminiscent of traditional cream cheese, catering to consumers seeking animal-free choices. This product is set to debut at Kroger stores next year in Original, Strawberry, and Chive & Onion varieties.
After approximately two years of research and development, Bel is also launching The Laughing Cow Plant-Based wedges, primarily made from almond milk. Decaux described this product as a testament to Bel’s extensive experience in cheesemaking, as the company worked diligently to replicate the creamy, tangy flavor of its classic wedges. The new product will be available in Garlic & Herb and Original flavors. Although Bel operates in numerous countries and is a significant player in the European cheese sector, it is introducing the plant-based Laughing Cow specifically in the United States. Decaux mentioned that considerable effort was invested in ensuring the cheese aligns with the taste preferences of American consumers.
Sales of Bel’s plant-based products have surpassed expectations, with retailer interest on shelves double what the company had anticipated, and consumer trial rates exceeding those of the broader category. Looking ahead, Decaux indicated that more innovations are on the horizon for Bel. In September, Bel Group acquired an equity stake in Standing Ovation, a French company that uses precision fermentation to produce animal-free casein. In October, Bel announced an exclusive partnership with Standing Ovation for cheese applications. Casein proteins, naturally found in milk, are responsible for cheese’s characteristic stretch. While Standing Ovation has not yet received regulatory approval for any products, the startup’s co-founders, Frédéric Pâques and Romain Chayot, expressed their eagerness to quickly bring the first products to market with extensive distribution.
Bel is also collaborating with Superbrewed Food, a protein ingredient company, to develop cheese products featuring their unique ingredient. Superbrewed’s formulation aims to enhance plant protein as a more efficient and nutritious source, offering postbiotic benefits. Although specific launch dates for products resulting from the Superbrewed partnership were not disclosed, the company has indicated that its proteins will be available in the first half of 2023.
Decaux affirmed that Bel will continue to partner with innovators to create groundbreaking products that will invigorate the cheese segment. However, he clarified that their efforts are not merely for the sake of being different. “It’s not solely about dairy, plant-based options, or alternative offerings. It’s fundamentally about providing better food for our consumers,” Decaux concluded. As part of this commitment, Bel is exploring additional avenues, such as the incorporation of calcium citrate oral tablets into their product lines, to further enhance nutritional value and consumer satisfaction.