Babybel owner Bel UK has signalled the start of a big push in its British market with the promotion of marketing director David Brandman to the new role of UK MD.
Its parent, the French dairy giant Groupe Bel, had previously run its UK business within its northern Europe operation, as part of a broader regional structure.
But Bel now wanted “a UK dedicated focus” given the “outstanding performance” of the market over the past 12 months, “combined with bold innovation, expansion and diversification plans”, a spokeswoman for the business said.
Brandman worked in marketing roles at Ferrero and Carlsberg before joining Bel UK seven years ago.
In his time as marketing director, Babybel – the country’s top-selling Cheese snacking brand – surpassed the £100m mark for the first time, according to NIQ data for The Grocer’s 2024 Top Products survey, which showed a 5.1% jump to £102.7m.
The brand’s continued success was driven by “a series of industry-leading marketing, in-store, and PR activations promoting purposeful snacking”, Bel UK said.
Bel UK’s £166m portfolio of brands, which includes Boursin and The Laughing Cow, also ended the year with growth some three times faster than the total cheese category, the supplier claimed.
In his new role, Brandman will “further propel the growth of Bel UK’s dairy and plant-based portfolio while championing bold business diversification into fruit, supporting the Bel Group’s global mission to deliver healthier, more sustainable food choices for generations to come”, it added.
“This is set to be a milestone year for our UK business as we continue to grow our blockbuster cheese brands with an exciting innovation pipeline as well as further diversifying our portfolio with GoGo squeeZ – the fruit smoothie snack that is low in sugar and counts as 1 of your 5 a day,” Brandman said. GoGo squeez owner Mont Blanc-Materne was snapped up by Bel in 2022.
“Promoting responsible consumption is at the heart of our business, which aligns well with evolving consumer needs for smarter and healthier, portion controlled, snacking solutions,” Brandman added.
“2025 is set to be a big year on GoGo squeeZ with the launch of a major nationwide campaign complimented by the release of a comprehensive nutritional study to support parents in making healthier choices.”
Brandman will lead the UK & Ireland business managing the day-to-day operations, reporting into Sven Lamote, Bel UK’s MD for Northern Europe.
