Bel Group boosts Babybel® production capacity in U.S.

French dairy manufacturer Bel Group has broken ground on a $200m expansion of its Babybel® production facility in Brookings, South Dakota, a project that will double the plant’s annual production capacity and create around 150 jobs.

The investment will increase output at the site from 10,000 to 20,000 tons per year and marks one of the company’s largest manufacturing investments in the United States. It will also significantly increase milk sourcing from American dairy farms, primarily in South Dakota and neighbouring states.

Bel has manufactured in the United States for more than 50 years, and the country has become the company’s largest market, now accounting for 33% of global sales and generating more than $1.2bn in annual retail sales. The business has doubled between 2018 and 2024, and the company now aims to double its U.S. operations again in the coming years.

Cécile Béliot, CEO of Bel Group, said the expansion reinforces the company’s long-term commitment to domestic manufacturing: “The United States is a strategic market and a key engine of growth for Bel,” she said. “Expanding our Brookings facility reflects our commitment to investing locally, strengthening domestic production, and supporting sustained demand for our brands. The decision to double capacity of this facility positions us for enhanced long-term growth in the U.S.”

The expansion will boost production capabilities, support product innovation and improve operational efficiency at the Brookings facility. With capacity set to double, the plant’s daily milk intake will rise significantly, further strengthening partnerships with regional dairy farmers and reinforcing local supply chains.

Bel said the investment also supports its wider goal of making dairy, fruit and vegetable snacks more accessible to American consumers, noting that many Americans fall short of recommended intake of these food groups.

The move comes amid strong demand for portion-sized, convenient snacks, with interest in protein products and changing dietary habits contributing to growth in the category.

Peter McGuinness, CEO of Bel North America, said Babybel® continues to perform strongly in the U.S. market: “Babybel® continues to see strong demand in the U.S., driven by consumers seeking convenient, portion-sized dairy snacks made with a few ingredients and delivering complete protein,” he said. “Expanding our Brookings facility allows us to meet that continued demand while investing in American manufacturing, local jobs and the Brookings community.”

The Brookings expansion follows Bel’s recent $10m investment in its Little Chute, Wisconsin facility, which has added 50 jobs and increased domestic production capacity.