Babybel Redesigns Iconic Packaging in Shift Towards Sustainability
The Bel Group, maker of babybel cheese, is undertaking a meaningful packaging overhaul, replacing the traditional plastic wrapping of its signature product with paper. This move, described by the company as “a decisive turning point,” aims to address growing consumer and societal expectations regarding packaging sustainability.
For fifty years, Babybel has relied on plastic to maintain freshness and portion control, allowing the company to produce 5 million units daily. However, the Bel Group recognizes the need for change. “There are strong and growing societal expectations on the appearance of packaging and, as a company that invented portioned cheese, we have a obligation,” stated Béatrice de Noray, deputy general manager responsible for growth at Bel.
The shift comes as plastic consumption in the agricultural and food sectors – accounting for 20% of all plastic used in France in 2023, with 91% dedicated to food packaging – faces increasing scrutiny.This issue was recently debated in the French national Assembly, where the government proposed increased taxes on plastic packaging to encourage industry responsibility, though these measures were ultimately rejected by deputies.
Bel insists the transition to paper is a “long-term response,” not simply a reaction to external pressure. Delphine Chatelin, vice-president of research, innovation and growth, emphasized the goal is “to offer the consumer packaging that is more respectful of the planet.” The company projects the new paper packaging will reduce CO2 emissions by 2,500 tonnes, representing a 62% reduction in the carbon footprint of Babybel’s packaging.
This paper-based packaging is a stepping stone towards Bel’s broader ambition of achieving 100% recyclable or home compostable packaging by 2030. The company is also exploring similar changes for its Kiri cheese, currently packaged in aluminum, and is collaborating with start-ups to develop a paper alternative that provides the necessary barrier against water, air, and grease while meeting health standards.
However, challenges remain. Current recycling infrastructure struggles to process the small size of the new paper packaging. “These packaging, which are too small, are not currently adapted to the current lines of the sites,” acknowledged Ms.chatelin, adding that the company is actively “working” on developing a larger-scale recycling sector.
Environmental NGO Zero Waste France has expressed skepticism, arguing the change represents a mere substitution of “one single-use packaging for another.” Marine Bonavita, advocacy manager for the institution, stated to AFP that the move “will have no effect on the quantity of waste that it will generate,” and that “It’s the disposable model as a whole that needs to be rethought.”