Bel North America, the US and Canadian arm of French dairy and snacking group Bel, has appointed Peter McGuinness as its new chief executive, as it seeks to accelerate growth and expand its purpose-driven snacking strategy.
The appointment follows news last week that McGuinness would step down from Impossible Foods after four years as CEO, where he helped scale the plant-based company through product innovation and broader market distribution.
He also previously held senior roles at Chobani, including president and chief operating officer, helping the yoghurt brand evolve into a diversified lifestyle business.
In his new role, McGuinness will oversee Bel North America’s operations across offices in New York, Chicago and Montreal, as well as five manufacturing plants in the US and Canada.
He will be responsible for driving growth, advancing mergers and acquisitions, expanding innovation, and strengthening the company’s regional footprint.
“North America, and particularly the United States, is a cornerstone of Bel’s future,” said Cécile Béliot, CEO of Groupe Bel. “Peter is a transformational, values-driven leader whose track record aligns with Bel’s model, where profitability and sustainability are equally important.”
The move comes as Bel continues to roll out its 'Purpose*Full Snacking' strategy, aimed at addressing nutritional gaps in the US market.
According to Bel, most Americans snack daily, but around 80% fail to meet recommended intakes of fruit, vegetables, and dairy. Bel’s portfolio includes more than 200 products across seven brands, such as Babybel, GoGo squeeZ, The Laughing Cow and Boursin.
Bel is also investing in expanding production capacity at its Little Chute, Wisconsin, and Brookings, South Dakota, facilities to meet growing demand.
“Bel’s mission-led model, rooted in 160 years of innovation, is inspiring,” McGuinness said. “I’m excited to accelerate Purpose*Full Snacking in North America, making it easier for people to snack intentionally with fruit, veggie, and cheese options that bring both nourishment and enjoyment.”
Bel North America is part of the family-owned Groupe Bel, which operates globally in dairy, fruit, and vegetable snacks. The group has a 160-year history and is focused on combining growth with social and environmental responsibility.










