Bel SA has appointed PPW Sports & Entertainment (PPW) for its brands including Kiri, The Laughing Cow and Belcube in China, Vietnam and South-East Asia region.

“China and South-East Asia are such an opportunity for our cheese brands,” says Patrick Tamburlin, licensing manager, Bel SA. “We are thrilled to start a fruitful and long-term partnership with PPW. A leading partner close to the market, the retail and the licensees to help us igniting our licensing program in the region.”  

“We are excited to begin our long-term partnership with Bel SA and to concentrate on starting the licensing business for Bel SA popular cheese brands such as The Laughing Cow, Kiri and Belcube,” says Ivan Chan, chief executive officer, PPW. 

In December, Bel expanded its licensing program across the U.S., Japan and Europe.