Bel Group has recently announced plan to invest €16.7 million (US$19.6 million) in a new plant to double its cheese production capacity in Vietnam to 20,000 tons per year, as the country is considered as its strategic hub for exports to regional markets. Construction will start in January 2026 and scheduled for completion by March 2027.
In Vietnam, Bel Group has a market share exceeding 70% in the cheese category across both modern retail and traditional trade, driven by a diversified portfolio of brands, largely produced locally, including The Laughing Cow®, Belcube® and Kiri®.
The new plant will serve key export markets in Southeast Asia, China, Japan and the Middle East.
The site will also include a pilot line dedicated to Research, Innovation & Development (RID), designed as a key lever to accelerate product innovation, optimize recipes and test new formats tailored to regional usage patterns and nutritional needs. This pilot line will enable Bel teams to conduct industrial trials, enhance the Group’s agility in deploying innovations, and support the development of more accessible and responsible products for regional markets.
Established in Vietnam since 2011, Bel has built an integrated industrial model combining production for the domestic market with export-oriented capabilities, enabling the Group to serve Southeast Asia while remaining closely aligned with local consumer needs. Starting with an initial production capacity of approximately 4,000 tons per year, the Group invested nearly €13 million (US$15.2 million) in 2015 to build a new plant with a capacity of 10,000 tons per year, equivalent to more than 3 million portions per week, primarily under The Laughing Cow® brand.
Asia plays a central role in Bel’s global growth strategy. The Group has strengthened its regional footprint through targeted investments, including the acquisition of a 70% stake in Shandong Junjun Cheese in China in 2022 and the inauguration of a new production facility dedicated to Britannia The Laughing Cow® in 2024. In Indonesia, Bel has acquired a 22.5% minority stake in Mulia Boga Raya, combining Bel’s global expertise with deep local market knowledge.
Stéphane Dupays, Chief Operations Officer of Bel Group said, “Vietnam is one of Bel’s most dynamic markets in Asia and a cornerstone of our regional strategy. This expansion reflects our long-term confidence in the country and our ambition to make Vietnam a major industrial hub serving local consumers and the entire ASEAN region, while maintaining the highest standards of quality, safety and sustainability.”
Originated from France, Bel Group has grown to be a multinational cheese and snack player with annual sales of €3.7 billion (US$4.33 billion) in 2024.
