Babybel owner expands US facility amid rising demand for protein-rich snacks

Bel Group is investing US$200 million in expanding its Babybel dairy snacks site in Brookings, South Dakota, marking its largest manufacturing investment in the US. The move — which will double the plant’s annual production capacity from 10,000 to 20,000 metric tons — responds to the rising demand for portion-sized, convenient, and nutrient-dense snacks, amid the growing popularity of protein products and GLP-1 diets in the country.

Protein is now one of the most sought-after nutritional attributes in snacks, with Innova Market Insights data showing that nearly 63% of US consumers seek protein in snacks, highlighting that even in “indulgence, consumers want sustenance.”

Meanwhile, 32% look for claims, such as “high in” or “source of,” on snack packaging, and 39% report consuming more snacks fortified with added health benefits, including vitamins, fiber, or calcium.

For Bel, the site expansion aims to increase US consumers’ access to dairy, fruit, and vegetable snacks through its “100% real cheese snack,” Babybel, to support a more balanced diet. Nearly 80% of Americans fall short on these key food groups each day, says the company.

“Babybel continues to see strong demand in the US, driven by consumers seeking convenient, portion-sized dairy snacks made with a few ingredients and delivering complete protein,” says Peter McGuinness, CEO of Bel North America.

“Expanding our Brookings facility allows us to meet that continued demand while investing in American manufacturing, local jobs, and the Brookings community.”

Targeting the US market

Bel North America is part of Groupe Bel, a global leader in dairy, fruit, and veggie snacking with 160 years of expertise. Its snacking brands include Babybel, GoGo squeeZ, The Laughing Cow, and Boursin.

The expansion of the Brookings, South Dakota, site reflects growing demand for convenient, portion-sized dairy snacks.The US accounts for 33% of Bel’s global sales, with annual retail sales exceeding US$1.2 billion, and business doubling between 2018 and 2024, says Bel Group.

Cécile Béliot, CEO of Bel Group, describes the US as a “strategic market and a key engine of growth for Bel.”

“Expanding our Brookings facility reflects our commitment to investing locally, strengthening domestic production, and supporting sustained demand for our brands. The decision to double the capacity of this facility positions us for enhanced long-term growth in the US.”

The snack production expansion is expected to boost production capacity, drive product innovation, and improve operational efficiency at the site. With increased capacity, the plant’s daily milk intake will significantly increase, strengthening the company’s partnerships with American dairy farmers and enhancing regional supply chains.

The investment will increase output from roughly 1.5 million Babybel cheeses per day to about 3 million, McGuinness told Dakota News Now, emphasizing that each Babybel contains one glass of milk. “1,000 a minute to 2,000 a minute, and from 650,000 pounds of milk a day to 1.3 million pounds of milk a day, sourced from local farmers,” McGuinness said.

Tapping the healthy snacking trend

Bel’s substantial investment in snack manufacturing signals a shift in snacking demands from indulgence to health-driven products with protein, reduced sugar, and digestive benefits.

GLP-1 is reshaping formats as demand grows for smaller, nutrient-dense, high-protein snacks with strong “value per bite.” Brands are increasingly combining protein, sugar reduction, and gut health benefits in single snack formats — key trends highlighted at the Expo West 2026 trade show in Anaheim, California earlier this month, and reported by Food Ingredients First.

With industry heavyweights like PepsiCo venturing into protein-enhanced snacks and Balchem exploring meat sticks to offer consumers a “powerful protein boost,” the F&B industry continues to innovate to appeal to health-conscious consumers.