FRANCE – The Bel Group is changing its logo in order to generate greater recognition of the company.

Some of its branded products, such as Laughing Cow, Kiri and Babybel are well-recognised, but now Bel wants to create ‘a more visible profile for its partners and final consumers’.

The new logo will incorporate three ‘magic’ letters underlined by a smile, and a set of symbols to signify “Cheese with a difference.”