Bel Canada Group acquires MOM Group and launches a plant-based product

MONTREAL — Bel Canada Group is diversifying its offering with plant-based products to complement its existing dairy options. With this strategic approach, the Bel Group is trying to be a leader in cheese alternatives. The company is also expanding its plant-based product offering in Canada with the launch of Babybel® Plant-Based. This announcement is added to the acquisition of the MOM Group, makers of GoGo squeeZ® fruit pouches based in Toronto, the acquisition of All In Foods, and the launch of Nurishh® and Boursin® Dairy-Free products in Canada.

“The Bel Group’s mission is to offer healthy and responsible food for all. Knowing that plant-based products are part of the solution to growing environmental challenges, we must adapt our approach to nutrition,” says Cristine Laforest, General Manager of Bel Canada Group. “The Bel Group has therefore the mission of offering a more balanced range of products by 2030, with 50% dairy products and 50% fruit and plant-based products.”

Growing demand for plant-based products
Bel Canada Group aims to create products that will appeal to all types of customers, including those who cannot consume dairy products and those who adopt a flexitarian approach.

However, the market for plant-based alternatives to cheese still represents a very small share of the total cheese market, thus creating an opportunity to develop an offer that will meet consumers’ expectations in terms of taste. With slightly more than $38 million in annual sales in Canada, this represents 1.1% of the total pre-packaged cheese market.

Marie-Ève Robert, Vice-President of Marketing, Bel Canada Group explains: “Well-known brands such as Boursin®, Babybel® and Nurishh® show great potential to drive the spreads and plant-based snacks segment. In fact, this category has grown by 62% since the launch of Boursin® Dairy-Free in 2021, and GoGo squeeZ® fruit pouches by over 30% in 2022.”

The company also says that the packaging for the Babybel® product line is made of compostable cellophane. In terms of production, the company also says they have collaborated with a neighbouring company, Maison Riviera, to pool its energy-generating facilities for operations. This approach makes it possible to reduce greenhouse gas emissions. The building was also built and thermally insulated to be energy efficient, and all ventilation systems were designed to allow for heat recovery.

“We are committed to exploring new ways to make food more sustainable, both in terms of production and processes. For example, our US team is working with Perfect Day, the company that developed the world’s first precision-fermented protein. This innovative process is not yet allowed in Canada, but we see great potential,” adds Cristine Laforest.

Bel Canada Group, in collaboration with the international NGO Climate Fresk, has also set up a training program for its employees and all its business partners to raise awareness of climate change. Employees will have the opportunity to contribute in their own way to the company’s approach to social responsibility.

By 2023, Bel Canada Group aims to produce nearly 90% of its products in Canada.