Bel switches Babybel to recyclable paper
Mini Babybel sold in Belgium now comes in a recyclable paper wrapper, as Bel begins a phased global transition away from the long‑standing non‑recyclable format.
According to the company, the switch will reduce non‑recyclable packaging by around 60% per six‑pack, a significant change for a product consumed at massive scale — more than one Mini Babybel is sold every second in Belgium alone.
Bel says the move is part of its wider ambition to make 100% of its packaging recyclable or home‑compostable by 2030, and to eliminate unnecessary packaging wherever possible. In 2025, 85% of Bel’s packaging was already recyclable or biodegradable (excluding wax).
The paper wrapper, made from sustainably sourced materials, is being rolled out gradually. The UK was the first market to launch the new format, with the US, Canada and Northern Europe to follow later this year before a full global rollout across 50 countries by 2027.
A technical challenge with major commercial upside
Bel emphasises that the shift to paper was far from a simple material swap.
Delphine Chatelin, head of R&D at the Bel Group, said: “Transitioning Babybel’s packaging to a paper‑based solution is a genuine technical and industrial challenge. It is not simply a matter of swapping one material for another: it requires a complete rethink of the protective system to ensure product quality and safety at every stage.”
The company says the new wrapper maintains the cheese’s preservation, safety and sensory qualities — a critical requirement for a product with a long shelf life and a global footprint of more than 2 billion portions consumed annually.
For Bel, the commercial benefits are twofold:
- Lower environmental impact strengthens the brand’s position with sustainability‑minded consumers.
- Material reduction — an estimated 850 tonnes of packaging saved annually — supports cost efficiency and regulatory compliance as fibre‑based formats become increasingly favoured in European markets.
Meeting consumer expectations for responsible snacking
Bel frames the packaging change as part of its broader strategy to offer healthier, more responsible snacking options.
Jean‑David Thumerlaire, CEO of Bel Benelux, said: “Mini Babybel perfectly embodies this vision… offering an experience that is fun, indulgent, simple, and suited to all ages, while meeting the demand for naturalness and quality.”
He added that the company’s innovation efforts are driven by a commitment to “a more responsible and accessible diet”, aligning with consumer expectations for convenience without compromising environmental impact.
A small wrapper change with global implications
With Babybel manufactured across five industrial sites and distributed in 50 countries, even incremental packaging changes have outsized environmental and operational consequences. The move to paper:
- Reduces reliance on non‑recyclable materials
- Supports compliance with tightening packaging regulations
- Enhances brand perception in sustainability‑sensitive markets
- Demonstrates Bel’s ability to innovate at scale in portioned cheese
As Bel continues its packaging transformation, the Babybel wrapper shift serves as a high‑visibility example of how major FMCG brands are re‑engineering legacy formats to meet the demands of a lower‑impact, fibre‑forward packaging landscape.
