Babybel is moving aggressively to meet surging US demand for snackable dairy by launching a protein‑and‑probiotic “Pro” mini cheese while breaking ground on a $200 million expansion of its Brookings, SD, facility that will double annual capacity from 10,000 to 20,000 tons and add roughly 150 jobs.
Prior to building the Brookings facility, Bel expanded its Little Chute, Wisc., facility, which created 50 new jobs to support domestic capacity.
The facility expansion marks one of Bel Group’s most ambitious US manufacturing investments aimed at supporting growing demand for portioned dairy snacks – a timely fit for its famous wax-covered cheese snacks.
The Brookings’ facility will support production capabilities and operational efficiency across Bel US’ portfolio by increasing daily milk intake at the plant sourced from American dairy farmers across the state and in neighboring states.
“The United States is a strategic market and a key engine of growth for Bel. … The decision to double capacity of this facility positions us for enhanced long‑term growth in the US,” Bel Group CEO Cécile Béliot said in the company’s announcement.
Beyond the US, Bel Group announced investments towards AI capabilities to improve operational efficiency and rev up R&D for alternative proteins in Europe.
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Bel Group leans into into protein‑plus, fortified snackable dairy
As protein demand continues to surge across snacks, Babybel hopped on the bandwagon with a boost in the macronutrient and probiotics for its Babybel Pro cheese.
Babybel’s individually wax-wrapped cheeses were already known by consumers for their portability and portion control, so creating Pro was in line with the brand’s ethos for healthy snacking. Each mini cheese delivers 5 grams of protein, 1 billion live and active probiotics and contains roughly 50 calories per piece. Original Babybel and its White Cheddar versions have 4 grams of protein per piece, but its Reduced Fat, Lite and Mozzarella varieties have 5 grams of protein.
Unlike many protein-forward snacks that require fortification, Pro only required a recipe adjustment, according to Jess Dillon, marketing director, Babybel.
To reach the 5 grams of protein, Bel’s recipe concentrated “more of the natural dairy protein, providing that additional gram in the same convenient snack size,” she said.
Babybel Pro’s distribution began with Target followed by a roll out to Walmart and Kroger this spring with broader availability through 2026, Dillon said.
