Bel Group has announced a EUR 16.7 million investment to expand its Vietnam production site, doubling annual capacity to 20,000 tons of Kiri and The Laughing Cow. The move positions Vietnam as a key industrial and export hub for the Group in Asia, supporting long-term growth in the region.
The expansion responds to rising demand in Vietnam and across Southeast Asia. Construction will begin at the end of January 2026, with completion and hand-over scheduled for March 2027. The upgraded facility will also include a pilot line dedicated to Research, Innovation & Development (RID), enabling Bel to accelerate product innovation, optimize recipes, and test new formats tailored to regional consumption patterns and nutritional needs.
Since entering Vietnam in 2011, Bel has built an integrated industrial model serving both domestic and export markets. The Group’s local production supports a market share exceeding 70% in the cheese category across modern retail and traditional trade, with brands including The Laughing Cow, Belcube, and Kiri. Products from the Vietnam site will be exported to key markets across Southeast Asia, China, Japan, and Saudi Arabia.
The expansion is expected to significantly boost local employment, with headcount increasing from 188 to around 400 employees. Bel has strengthened its regional footprint through targeted investments, including a 70% stake in Shandong Junjun Cheese in China and a production facility for Britannia The Laughing Cow inaugurated in 2024. In Indonesia, Bel holds a 22.5% stake in Mulia Boga Raya.
Stéphane Dupays, Chief Operations Officer of Bel Group, highlighted Vietnam’s central role in the Group’s Asian strategy, noting that the expansion reflects long-term confidence in the country and aims to make Vietnam a major industrial hub for the ASEAN region while maintaining high standards of quality, safety, and sustainability.
Thuan Dang Huu, Industrial Director for Northeast Asia at Bel Group, added that Vietnam’s tailored products, strong export model, and committed local teams have made the country central to Bel’s growth strategy in Asia, enabling the Group to deliver nutritious, accessible, and sustainable products to millions of consumers.
Source: Bel Group
