#WBD Blog

Babybel and The Laughing Cow

For Bel Group's two best-known brands, portion control has been synonymous with the products since before "portion control" was considered important to display on packaging.

The Laughing Cow dates back to 1921, when Leon Bel trademarked the brand and brought processed cheese to market in individual wedge portions – this was genuinely new at the time, both in recipe and presentation. A hundred years on, the same format is in our fridges. The Laughing Cow is the UK's number one cheese spread portion, and around 61% of consumption now comes from the Light range, at 25 calories per portion.

Babybel tells a similar story. Each Mini Babybel comes in at around 70 calories, with 5g of protein, and there's something about peeling back that red wax that makes it feel like a proper little ritual, not just "eating a bit of cheese."

Now, portion control has become relevant again. The Laughing Cow triangles fall within recommended calorie cap for children's snacks.

At #whatbrandsdo we try to avoid the foolishness of making predictions. So, here goes -portion control is a big part of the future of food & drink.

It will be a response mechanism in categories where health concerns exist – particularly for kids.

It will be a response to the fundamental impact of GLP-1s etc. on future consumption levels.

It is an opportunity for brands to innovate and differentiate in format and benefit presentation.

Bel Group’s fabulous brands did not start from here, but they are amazing examples of how brands create consumption behaviour. They are well placed to succeed in the future market. In both cases, their strength lies in the fact that the product delivery (the portion) is linked to the core equity and DBAs (distinctive brand assets) of the brands. The usage experience creates a repeatable-ritual, and this is a powerful nudge for brand memory.

Here’s the rub. Only brands can drive this growth ‘trend’ and make it stick. The innovation departments at the big brand owners and a host of entrepreneurial start-up brands will deliver the solutions that meet these established and emerging needs. Because that is #whatbrandsdo. Retailers will follow, but they will not lead. It’s not their job. Brands will drive the change we need to see.

Not many will unlock the genius of a Babybel or a Laughing Cow triangle. But some will create solutions that drive growth and change behaviour. All of them will keep their categories dynamic and competitive.

Find out more: groupe-bel.com