Bel Group, known for its portioned cheeses under brands like Kiri and The Laughing Cow, has been driving localisation through regional tie-ups.
Kiri recently partnered with Korea’s Knotted Café, launching limited creations such as a Kiri Cheese Foam Matcha Latte and Cream Cheese-filled Bread.
Meanwhile, The Laughing Cow highlighted its versatility in Singapore by pairing cheese wedges with the traditional Nyonya snack Kueh Pie Tie.
Bel Group wanted to highlight the versatility of its cheeses through these promotions, and to emphasise its commitment to maintain product accessibility.
Product accessibility is a fundamental focus for Bel, with the ambition to provide over 600 million consumers with healthier, sustainable products by 2035. The aim is to adapt to local tastes, budgets, and nutritional needs to reach the widest audience possible, said the company.
Bel Group has also taken steps to reach the Muslim communities, which make up a sizeable portion of the Asia Pacific region.
Obtaining halal certification and driving dairy consumption
The company was certified halal by Malaysia’s halal certification body Jabatan Kemajuan Islam Malaysia (JAKIM) in 2024.
Within a year, it was also certified halal by Indonesia’s Halal Product Assurance Organizing Agency (BPJPH).
“With over 242 million Muslims, Indonesia has one of the largest Muslim populations in the world. We understand that the halal certification is important for the consumers,” said Alamjit Singh Sekhon, general manager for Bel South East Asia.
“All The Laughing Cow products in Indonesia were halal prior to this and now we have the new Halal certificate from BPJPH as well. It is estimated by different surveys that approximately two-thirds of the children population in Indonesia suffer from deficiencies in protein and calcium and The Laughing Cow Cheese is a source of protein and calcium.
“Through this initiative, Bel Group is reaffirming its corporate vision of ‘for all, for good’ by offering products that enhance family nutrition in Indonesia and demonstrate our commitment to community well-being.”
According to Indonesian market research firm Populix, 93% of respondents consider the Halal logo a crucial factor in their food purchase decisions.
“With this understanding, our Halal-certified packaging not only meets Government regulations but also emphasises on what is most important to Indonesian families, by providing accessible, trustworthy products that align with their values,” added Sekhon.
Data insights firm Innova likewise pointed out that for Muslim-majority countries such as Indonesia and Malaysia, halal certification is highly important to its consumers for religious, cultural, and health reasons.
This is especially crucial for driving consumption of dairy, which falls below the global average for most regions in South East Asia.
According to consultancy Business Indonesia, Global per capita milk consumption is around 113–117 kg per year (in milk equivalent), compared to just 50 kg in Malaysia (2019) and 13–16 kg in Indonesia (2023), though both are increasing.
This aligns with the report OECD-FAO Agricultural Outlook 2025–2034: “While some regions, such as India and Pakistan, are self-sufficient, total dairy consumption in Africa, Southeast Asian countries, and the Near East and North Africa (NENA) region is projected to grow faster than production, leading to an increase in dairy imports.”
