Bel US Partners with Foodberry to Develop Fruit-Wrapped Snacks for $6bn Category

Bel US, the subsidiary of the global Bel Group behind brands like Babybel® and GoGo squeeZ®, has announced a strategic partnership with B2B innovation firm Foodberry. The collaboration aims to leverage proprietary food technology to develop a new generation of snacks made with real fruit, targeting the $6 billion+ U.S. fruit snack category.

The deal will see Bel utilising Foodberry’s technology platform to create products that combine fruit and protein in novel, bite-sized formats. The inaugural product from this partnership is scheduled to launch in select U.S. markets in 2026.

Nature-Inspired Encapsulation

Foodberry’s platform distinguishes itself through a biomimetic approach. Inspired by how nature protects fresh produce (like grape skins), the company has developed a technology that transforms real fruit purée into functional, no-mess coatings.

Supported by over 20 issued utility patents, this technology allows for the encapsulation of various cores—including fresh, frozen, and shelf-stable products such as nut butters, cheese, and ice cream. This capability enables the creation of "bite-sized" formats that eliminate the stickiness or mess often associated with fruit snacking.

Product Strategy and Market Fit

The partnership's first output will focus on a fruit-and-protein combination, addressing consumer demand for nutrient-dense, convenient snacking options. This aligns with recent U.S. Dietary Guidelines emphasising increased fruit and protein consumption.

Caroline Sorlin, Chief Venture Officer at Bel Group, commented on the strategic synergy:

“Bel is strengthening its leadership in portion-sized snacks with quality ingredients, and Foodberry has made it possible to offer fruit and protein in a completely new and delicious bite-sized, mess-free format. We’re proud to partner with an innovative company that aligns with our values around quality ingredients.”

Marty Kolewe, CEO of Foodberry, highlighted the scale of the opportunity: “Our work together is reimagining what’s possible in the snacking category and beyond, bringing real fruit and functional ingredients to consumers in convenient, portionable new formats.”

Carolina Cespedes Virguez, General Manager of GoGo squeeZ at Bel US, added: "Together, we’re reimagining snacking to bring unique propositions to the market... making fruits, veggies, and dairy more accessible for Americans through delicious, convenient, and nutritious snacks."

All product development and manufacturing will be supported by Foodberry’s custom-built facility in Boston, Massachusetts.