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Diving overview:
- Snack producer Bel Group bio-based In 2020, we launched plastic films together with paper for the outer packaging of our Babybel brand of individual wax-coated cheeses. The France-based company is converting its Babybel production lines at five global plants, including in the United States.
- Bel has been working on this transition for five years as part of its broader sustainability efforts: to produce highly recyclable packs, reduce plastic use and lower carbon dioxide emissions. Delphine Chatelin, vice president of research, innovation and development, said the switch to fiber is expected to save 850 tonnes of plastic and 2,500 tonnes of CO2 per year.
- The company has begun commercially rolling out its paper overwrap in the UK and expects to complete rollout in the US, Canada and the Nordics over the next year. All 50 markets worldwide where Babybel is sold must introduce paper packaging by 2027.
Dive Insights:
To execute this packaging substrate conversion, Bel navigated the complexities and long timelines of changing operations at five plants producing tens of millions of mini cheeses each day.
The first step is “choosing the right paper and then being able to actually industrialize it,” Chatelin said. Bel tested papers from a variety of suppliers to determine which had the desired properties, such as a barrier to oxygen and humidity. They also evaluated the aesthetics and feel of the paper and played with features like gloss for the consumer experience.
The company has invested millions of dollars to enable each production line to process paper substrates instead of plastic. Sometimes it is possible to adjust cutting tools or running speeds, but other times equipment upgrades are necessary.
“Speed is important to us, because we pack about 14 mini baby bells per minute,” said Chatelin. For example, one of the two Babybel plants in France produces around 10 million products every day, making it difficult to maintain pace while changing packaging and operations.
Bel Group has invested millions of dollars to adapt its Babybel production line to use paper packaging instead of bioplastic substrates. The U.S. launch of the new packaging is expected to be completed by mid-2026, with all global markets scheduled for launch by 2027.
Rights granted by Bel Group
After laboratory validation, Bel made adjustments based on initial consumer testing and began production at one plant in the United States and France, producing quantities for large-scale real-world testing in all countries. baby bell It is sold.
“Consumers have recognized the great strides we are making toward sustainability through recycled materials,” Chatelin said. He explained that consumers can also get value from new paper packaging, which is easier to open than plastic film.
Additionally, consumers, especially those in the U.S., found the pleasure of unwrapping paper packaging similar to the unboxing experience, she said. “They have the same feelings they get when they open presents at Christmas.”
“This is something we’ve also seen in previous tests we conducted before bringing it to market,” Chatelin said. “So this is kind of a win-win change for consumers and the planet.”
The signature red wax underneath the paper that directly surrounds the cheese isn’t going anywhere. Chatelin explained that this is actually part of the product itself, as it helps the cheese ripen throughout its life.
Wax provides some product protection, such as an oxygen and moisture barrier, but is fragile and requires its own protective packaging. The wax or mesh that surrounds the Babybel Cheese multipack does not completely protect the entire product like the outer wrap.
For snack products like Babybel, which are often placed in purses or backpacks for later consumption, “protection is very important,” Chatelin said. “We need to protect our products so they arrive in consumers’ refrigerators or on the go, delivering impeccable quality and experience.”
As part of its sustainability work, Bel is also testing paper packaging for direct contact with food. For example, the material being tested for Kiri spreadable cheese has a coating that is compatible with the paper recycling stream, Chatelin said.
Bel also aims to reduce the overall amount of packaging it puts on the market. To achieve this, we are testing bulk products in stores instead of single-use packaging. The company is exploring how consumers respond to a reusable system in which consumers bring their own containers or purchase reusable containers at the store to fill certain foods, such as Laughing Cow spread cheese or GoGo SqueeZ fruit blends.
“This kind of project is one step. We will take more steps in the future,” Chatelin said. “It’s a long journey because none of these solutions currently exist.”
