BROOKINGS, S.D., – Bel Group today broke ground on a $200 million expansion of its Babybel® production facility in Brookings, South Dakota. The project will double the plant’s annual production capacity from 10,000 to 20,000 tons, marking a major milestone in Bel’s 50-year presence in the U.S. market and demonstrating the company’s long-term commitment to domestic manufacturing.
The investment is expected to create approximately 150 new jobs while doubling milk sourcing from American dairy farms, primarily in South Dakota and neighboring states. This expansion underscores Bel’s ability to meet growing consumer demand for portion-sized dairy snacks, which remain a cornerstone of the company’s portfolio.
Bel has been manufacturing in the United States for over half a century, and the U.S. market today accounts for 33% of the Group’s global sales, generating more than $1.2 billion annually in retail sales. Between 2018 and 2024, the company’s U.S. business doubled, and with the Brookings expansion, Bel aims to double its domestic operations once more, solidifying the U.S. as the primary driver of global growth for the Group.
“The United States is a strategic market and a key engine of growth for Bel,” said Cécile Béliot, CEO of Bel Group. “Expanding our Brookings facility reflects our commitment to investing locally, strengthening production capabilities, and meeting sustained demand for our brands. Doubling capacity at this site positions us for long-term growth and operational excellence in the U.S.”
The expansion will increase production capabilities, support innovation, and enhance operational efficiency. With the plant’s daily milk intake set to rise significantly, Bel will deepen partnerships with regional dairy farms, reinforcing the local supply chain and promoting sustainable sourcing.
This investment also aligns with broader nutritional trends, helping Americans access dairy, fruit, and vegetable snacks that support balanced diets. Currently, 80% of Americans fall short of recommended intake in these key food groups, making convenient portion-sized options increasingly essential. Babybel® serves a critical role in this category as a 100% real cheese snack, made with only four ingredients, and enjoyed globally with over two billion portions consumed annually.
“Babybel® continues to see strong consumer demand, particularly from those seeking convenient, portion-sized snacks made with minimal ingredients and providing complete protein,” said Peter McGuinness, CEO of Bel North America. “Expanding the Brookings facility ensures we can continue meeting this demand while investing in American manufacturing, creating local jobs, and supporting the Brookings community.”
This latest project follows Bel’s recent $10 million expansion in Little Chute, Wisconsin, which added 50 jobs and increased domestic production capacity, reflecting the company’s strategic focus on growing its U.S. footprint.
About Bel North America
Bel North America is part of Groupe Bel, a mission-driven global leader in dairy, fruit, and vegetable snacking with 160 years of expertise. Family-owned and innovation-focused, the company creates portion-sized snacks that are nutritious, delicious, and socially responsible. Iconic brands such as Babybel®, GoGo squeeZ®, The Laughing Cow®, and Boursin® have become household staples. With offices in Chicago, New York, and Montreal, and production facilities in Idaho, Michigan, Wisconsin, South Dakota, and Quebec, Bel North America champions Purpose*Full Snacking, delivering nourishment, joy, and sustainable practices “For All, For Good.”
For more information, visit: belbrandsusa.com
