Bel Group Appoints Peter McGuinness as CEO of North American Operations

Bel Group has announced the appointment of Peter McGuinness as Chief Executive Officer of Bel North America, effectively immediately. The move taps a seasoned consumer food executive known for scaling high-profile "purpose-driven" brands to lead one of the French dairy giant's most critical growth regions.

McGuinness joins the company following his recent tenure as CEO of Impossible Foods, and previously as President and COO of Chobani. His appointment signals Bel’s intent to accelerate its "Purpose*Full Snacking" strategy, aiming to disrupt the traditional snack aisle with a portfolio focused on fruit, vegetable, and dairy nutrition.

M&A and Manufacturing Expansion

In his new role, McGuinness will oversee operations across Bel North America's corporate hubs in New York City, Chicago, and Montreal, as well as five manufacturing plants across the U.S. and Canada.

His remit is broad and aggressive, tasked with taking Bel's portfolio of seven brands and over 200 product varieties to the next level. Key strategic priorities include:

Accelerating Growth: through breakthrough innovation and potential M&A activity.

Supply Chain: Strengthening the local footprint and building a performance-focused business model.

Sustainability: Advancing Bel's "two-leg" model, where profitability and sustainability are weighted equally.

Cécile Béliot, CEO of Bel Group, commented: "North America, and particularly the United States, is a cornerstone of Bel's future. Peter is a transformational, values-driven leader whose track record aligns perfectly with our ambition."

Addressing the Nutrition Gap

The appointment comes as Bel invests heavily in domestic manufacturing capabilities. The company is currently expanding capacity at its facilities in Little Chute, WI and Brookings, SD to meet accelerating demand for portion-sized healthy snacks.

McGuinness aims to utilize this infrastructure to address the "nutrition gap" in the U.S. diet. Citing internal studies, Bel notes that while most Americans snack daily, 80% do not meet nutritional standards for fruit, vegetables, and dairy intake.

Executive Pedigree

McGuinness brings a specific skillset in "better-for-you" CPG leadership.

Impossible Foods: Led the company to expanded distribution and market share growth.

Chobani: Helped scale the yogurt maker into a diversified lifestyle brand.

"Bel's mission-led model, rooted in 160 years of innovation and entrepreneurship is inspiring," McGuinness stated. "I'm excited to accelerate Purpose*Full Snacking across North America... making it easier for people to snack more intentionally."