Bel is a major player in the single-serving snack segment, including fruit and dairy, focusing on providing healthy products.
The company’s international growth is driven by a portfolio of active brands that attract consumers in more than 130 countries. Established in 1865, Bel is a family-owned group with an ambitious and sustainable growth strategy.

Bel has been present in Vietnam for over 65 years and leads the cheese market with The Laughing Cow®, known locally as Con Bò Cười, holding an impressive 85% market share.

• Headquarters: Ho Chi Minh City.
• Factory: A factory in Binh Duong Province serves the domestic market and export markets in Southeast Asia.
• Two distribution centers.
• Over 640 employees.
• Bel’s brands in Vietnam include The Laughing Cow®, Belcube®, Cheez Dippers®, and Kiri®.
• Today, the Group operates in 33 countries with a presence across five continents and 30 production facilities, selling its products in around 130 countries.