Bel Group has selected creative corporate PR agency Numen as its partner for the Dutch market. Numen is responsible for corporate profiling, crisis communication, and brand PR for iconic brands such as Boursin®, The Laughing Cow® (La Vache qui rit®), and Babybel®. By having Numen execute the strategic PR approach for both the corporate brand and the consumer brands, the group’s reputation is strengthened holistically across all sectors. Following a pitch process at the end of last year, the collaboration officially launched in 2026.
With this partnership, Bel Group aims to solidify its position in the Netherlands. The focus lies on proactively communicating its corporate mission: making healthier and more sustainable food accessible to everyone. Numen assists Bel in making the brand resilient and future-proof by communicating through the lens of social value.
Anoucka Antoine, Head of Corporate Communications & CSR Northern Europe at Bel: "Following an extensive process, we chose Numen because of their strategic PR choices with local relevance, their journalistic approach, and the team's positive energy. Their method aligns with our ambition to bring our sustainable initiatives and brands to the forefront in a powerful way."
For the consumer brands, Numen supports the translation of brand strategies into creative storytelling, PR campaigns, and activations.
Kirsten Peterse, co-founder of Numen: "This is a fantastic client for us because we can add value across the entire PR spectrum. We highlight the corporate organization and its initiatives for sustainable and healthy nutrition, while simultaneously creating impactful creative campaigns and activations for iconic brands like Boursin. I am greatly looking forward to working with the ambitious team at Bel."