Bel Group to Invest $200 Million in Expanding U.S. Dairy Production

Bel Group commenced a $200 million expansion of its Babybel production facility in Brookings, South Dakota, on March 11, 2026. This project will double the plant's annual production capacity from 10,000 to 20,000 tons. The expansion is set to create about 150 new jobs and will significantly increase milk sourcing from American dairy farms, especially in South Dakota and nearby states.

Bel Group has been operating in the U.S. for over 50 years, with the American market currently accounting for 33% of its global sales, reaching over $1.2 billion in annual retail sales. The company aims to double its U.S. business again in the coming years. CEO Cécile Béliot emphasized the strategic importance of the U.S. market, highlighting the expansion as a commitment to local investment and domestic production.

The Brookings expansion follows a recent $10 million enhancement of Bel's Little Chute, Wisconsin facility, which increased domestic production capacity and added 50 jobs. The company's investment in the Brookings plant underscores its dedication to meeting the growing demand for portion-sized dairy snacks in the U.S., a trend driven by new dietary guidelines and the rising popularity of protein-rich diets.

Bel Group's investment will bolster production capabilities, drive product innovation, and support operational efficiency. As Babybel remains a popular brand, the expansion will allow Bel to meet consumer demand for convenient, portion-sized snacks made with simple ingredients.