Bel US, maker of brands like Babybel, GoGo squeeZ, and The Laughing Cow, announced it has co-founded the Good Food Coalition with Amazon, The Giant Company, and WK Kellogg.
The coalition aims to make healthier food more accessible to consumers by investing in communities and providing healthy eating habit education to families. It ties everyday grocery purchases directly to hunger relief.
The program designates dietitian-validated, better-for-you products as "GOOD GOOD" and asks participating retailers to promote and discount them online or in store. During key shopping windows such as back-to-school season, each GOOD GOOD transaction triggers a donation to Partnership for a Healthier America, unlocking servings of healthy food for families facing food insecurity through the nonprofit's Healthy Hunger Relief initiative.
Bel's GOOD GOOD products will be available on Amazon Access and in stores at The Giant Company. Both retailers will feature the products in pay-it-forward promotions beginning in August.On Amazon Access, grocery storefront placements, targeted customer emails, push notifications, and other digital retail media surface the better-for-you options at the moment families are already stocking up, while The Giant Company, the coalition's brick-and-mortar launch partner, connects the program to local families through in-store discovery and neighborhood-level access.
“Bel is proud to be a founding partner of this coalition to make the healthier choices the easier ones for Americans,” said Peter McGuinness, Bel North America CEO. “By teaming up with visionary retailers, bold mission-driven brands, and Partnership for a Healthier America, a nonprofit with a proven track record, we’re turning purpose into action.”
