Take the Babybel, open the plastic wrapper and then open the red candle. Soon, this routine routine for millions of French people will change. Don’t panic, the Bel group has no intention of touching the red wax that makes this cheese recognizable to thousands of people. No, it is plastic packaging that will slowly disappear and be replaced by paper.
A project that is starting to be implemented but has been studied for five years. “We first carried out laboratory tests to select the right materials. We needed paper that was of course recyclable, but also resistant, and a good barrier to oxygen and moisture. We also worked on the touch, appearance, gloss, sound of the paper… Then we started with an industrial mini-series to test machine speed, paper durability, consumer appreciation…”, explains Delphine Chatelin, Bel group vice president of research, innovation and development.
The prototype was put into the hands of a consumer panel. “They understand the durability and recyclability aspect of the product. What’s more, today, we have paper that opens very well, and we’re getting feedback from consumers telling us it feels like you are opening a small gift”, Delphine Chatelin assured, pleased.
If you haven’t seen it on shelves yet, it’s coming soon. By 2027, 100% of Mini Babybel products will be packaged in recycled paper, which replaces the plastic used so far.
For Left too, we will switch from aluminum to paper
The red candle will not change. “That’s its characteristic, if you put a small red circle on the table you will know it’s a mini Babybel, so it won’t change,” he said.
Every day, nearly five million Babybel units leave the two French factories. One is located in Évron (Mayenne), the other in Sablé-sur-Sarthe (Sarthe). Ultimately, this packaging change will save 2,500 tons of CO2 and 850 tons of plastic per year. Several million euros were invested by this group, either to modify industrial production lines or convert lines that were too old to switch from plastic to paper.
After Babybel, it will be Kiri who will see its packaging evolve, which will move from aluminum to paper. The process here is just at the beginning. “This challenge is a little more important because the core of the dairy product is in direct contact with the paper,” explains Delphine Chatelin. Consumer testing is planned for 2027.
La Vache qui rit, another product of the Bel group, is being tested for sale in large quantities, in three stores in France: Intermarché (on Dôle, in Jura), Monoprix (porte de Châtillon in Paris) and Leclerc (in Granville, in Normandy), with the Défi Vrac coalition.
