Bel Group appoints former Impossible Foods chief to drive US food growth
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Bel Group is turning to a seasoned food industry executive to sharpen its North American snack strategy as consumer demand shifts toward convenience and better for you options. The French cheese and snack maker has appointed former Impossible Foods chief executive Peter McGuinness as CEO of Bel Group North America, placing him in charge of a portfolio that includes Babybel, The Laughing Cow and GoGo Squeez.
The move signals Bel’s intent to accelerate growth in the United States and Canada, markets the company increasingly views as central to its long term ambitions. McGuinness will oversee operations spanning five manufacturing plants across North America and will be tasked with advancing innovation, expanding capacity and strengthening Bel’s competitive position in a crowded snack aisle.
Bel said McGuinness is stepping into the role at a pivotal moment as demand for its dairy and fruit based snacks continues to climb. The company has been investing heavily in products aligned with what it describes as intentional eating, a trend driven by consumers seeking snacks that balance convenience, nutrition and sustainability.
A leadership hire shaped by category experience
McGuinness brings more than two decades of experience in packaged food and beverage leadership. Most recently, he served as chief executive of plant based meat company Impossible Foods, where he worked to broaden the brand’s appeal beyond core vegan consumers and attract more traditional meat eaters. He stepped down from that role earlier this year.
Before joining Impossible, McGuinness spent nine years at Chobani as president and chief operating officer. During that period, he helped scale the yogurt brand from a fast growing challenger into a mainstream category leader, expanding distribution, building manufacturing capacity and diversifying the product portfolio into adjacent segments such as oat milk and ready to drink beverages.
That background made McGuinness an attractive choice for Bel, which is navigating its own evolution from a traditional cheese company into a broader snacking platform. The group has steadily expanded beyond core dairy into fruit, vegetable and protein focused offerings while emphasizing environmental and social commitments alongside profitability.
Cécile Béliot, Bel Group chief executive, said North America is a cornerstone of the company’s future. She described McGuinness as a transformational leader whose experience aligns with Bel’s two leg model, which prioritizes financial performance and sustainability in parallel.
Betting on intentional eating
Bel’s strategy in North America is increasingly shaped by changing consumer attitudes toward snacking. As inflation and busy lifestyles reshape eating habits, more consumers are replacing meals with snacks while paying closer attention to ingredients, portion size and nutritional value.
Brands such as Babybel and GoGo Squeez have benefited from this shift by positioning themselves as portable, portion controlled options that appeal to both children and adults. Industry data show sustained growth in categories tied to dairy, protein and fiber, trends reinforced by updated dietary guidance emphasizing nutrient dense foods.
Bel has leaned into these dynamics by reformulating products, highlighting real ingredients and investing in innovation. The company has said it is working to increase the amount of real fruit used in its snacks and is collaborating with food technology company Foodberry on future product development.
Under McGuinness’s leadership, Bel is expected to further refine its messaging around health, sustainability and convenience, while also pushing deeper into channels such as schools, workplaces and on the go consumption.
Expanding capacity to meet demand
Operational expansion will be another key focus. Bel is investing to increase capacity at its manufacturing facilities in Little Chute, Wisconsin, and Brookings, South Dakota. The expansions are intended to support rising demand across its snack portfolio and improve supply chain resilience amid ongoing volatility.
With five plants across the United States and Canada, Bel’s North American footprint has grown steadily over the past decade. The company has emphasized the importance of local production both to manage costs and support sustainability goals, including reducing emissions tied to transportation.
McGuinness’s experience scaling manufacturing operations at Chobani is expected to be particularly relevant as Bel balances growth with efficiency. Analysts note that as snack brands mature, execution in manufacturing and distribution often becomes as important as product innovation.
A contrast to plant based headwinds
The appointment comes as the broader food industry grapples with diverging category trends. While plant based meat has struggled with slowing sales and growing consumer skepticism, dairy and hybrid snack categories have shown greater resilience.
Impossible Foods credited McGuinness with helping the brand outperform the broader plant based category during his tenure, even as overall demand softened. His departure coincides with a strategic reset at Impossible and reflects the challenges facing alternative protein companies.
At Bel, McGuinness enters a segment with steadier demand and clearer tailwinds. Dairy based snacks, particularly those positioned around protein, moderation and familiarity, continue to attract investment as consumers seek functional benefits without abandoning traditional foods.
Positioning for the next phase
For Bel Group, the leadership change underscores a belief that North America will drive a significant share of future growth. The region offers scale, strong brand recognition and a consumer base increasingly receptive to the kind of products Bel is building.
Sources