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Bel Group has announced a €16.7 million investment to expand its cheese production facility in Vietnam, doubling capacity to 20,000 tonnes per year and positioning the country as the Group’s key industrial and export hub in Asia.

The expansion responds to accelerating demand for Bel’s core brands, including Kiri and The Laughing Cow, in Vietnam and across regional markets.

A ceremony marking the project was held in Vietnam with senior Bel executives, representatives of local authorities, and business and institutional partners in attendance.

Construction is scheduled to begin at the end of January 2026, with handover planned for March 2027.

Once completed, the site will support Bel’s strong position in the Vietnamese cheese market, where it holds a market share of more than 70% across modern retail and traditional trade, driven by locally produced brands such as The Laughing Cow, Belcube and Kiri.

Beyond domestic supply, the expanded facility will serve as an export base for Southeast Asia, as well as China, Japan and the Kingdom of Saudi Arabia, reflecting Bel’s strategy of combining local production with regional reach.

A key element of the project is the addition of a pilot line dedicated to research, innovation and development. The new line will enable industrial trials, recipe optimisation and the testing of new formats adapted to regional consumption habits and nutritional needs.

According to Bel, the pilot line is intended to accelerate innovation and support the development of more accessible and responsible products across Asian markets.

The investment is also expected to have a significant impact on employment. Headcount at the site is projected to grow from 188 employees today to around 400 in the long term.

Bel has been present in Vietnam since 2011 and has progressively expanded its industrial footprint in the country. After starting with an initial capacity of around 4,000 tonnes per year, the Group invested nearly €13 million in 2015 to build a new plant with a capacity of 10,000 tonnes annually, primarily producing The Laughing Cow (locally branded as Con Bò Cười).

Vietnam now plays a central role in Bel’s wider Asian growth strategy. The Group has continued to strengthen its regional presence through investments such as the acquisition of a 70% stake in Shandong Junjun Cheese in China in 2022, the launch of a production facility for Britannia The Laughing Cow in 2024, and a minority stake in Indonesian dairy company Mulia Boga Raya.

Stéphane Dupays, chief operations officer of Bel Group, said: “Vietnam is one of Bel’s most dynamic markets in Asia and a cornerstone of our regional strategy. This expansion reflects our long-term confidence in the country and our ambition to make Vietnam a major industrial hub serving local consumers and the entire ASEAN region, while maintaining the highest standards of quality, safety and sustainability”.

Thuan Dang Huu, industrial director for Northeast Asia, added: "Vietnam’s success is a powerful driver of our growth in Asia. Thanks to highly committed local teams, tailored products and a strong export model, Vietnam has become central to Bel’s regional development. This new investment will allow us to accelerate growth and continue delivering nutritious, accessible and sustainable products to millions of consumers.”

Top image: © The Bel Group