SUCCESS STORY
For generations, Bel Brands has created some of the world’s most beloved dairy snacks. Icons like Babybel®, The Laughing Cow®, and Boursin® carry deep regional roots and timeless appeal in store shelves and kitchens around the world. Yet as e-commerce became essential to reaching consumers, the complexity of managing diverse brands across markets and emerging channels created challenges that threatened brand integrity and growth.
Product launches and updates lacked cohesion. Siloed data and processes made content delivery inconsistent and time-consuming. Fragmented channels with varied requirements meant staggered rollouts, inconsistent product detail pages (PDPs), and customer confusion across the Bel Brands ecosystem. “Inconsistent PDPs across the entire e-commerce landscape… caused confusion among customers,” said Brock Barsanti, Sr. eCommerce Analyst. “That was a big pain point for us.”
The Bel Brands team understood that business as usual was not only hindering internal operations but also threatening a critically important customer experience. Brand perception and customer affinity are everything in a competitive CPG category, where shoppers make split-second purchase decisions.
The team made a deliberate shift: they centralized core product content, rich e-commerce media, and GDSN data into a single, governed hub so teams could stop chasing files, debating versions, and second-guessing what was current.
With one source of truth for their product content in place, they could quickly pull what they needed, share it across functions, and confidently syndicate directly from the same foundation.
From there, Bel tightened execution. They used Syndigo’s built-in retailer requirements and syndication services to catch issues earlier and cut down on the tickets, emails, and troubleshooting that used to slow launches. That discipline helped them deliver coordinated updates and new items in lockstep across priority retailers including Walmart, Kroger, Albertsons, Uber Eats, and Instacart, accelerating the timeline to get new content live from months to weeks. With these changes, Bel experienced a roughly 20% improvement in its content accuracy metrics; a huge difference for a market and audience where every detail counts.
“Syndigo simplifies and streamlines the process of content syndication so significantly that it’s hard to put into words the true impact it has,” Brock said.
For a brand like Bel, winning online means translating an in store, sensory category into a screen – where shoppers can’t see, touch, or compare items side by side.
On the digital shelf, dairy snacks risked becoming just another thumbnail and a few item specs, making it harder to communicate what makes each product special and to build confidence in the buy button. Bel responded by leaning into Enhanced Content: rich e-commerce multimedia and experiences like vivid imagery, captivating animations, and informative charts.
“The enhanced content and below-the-fold content… gives us enough space to truly tell that full story and give customers a full idea of what our products have to offer and where they come from,” shared Brock. Enhanced Content empowered Bel Brands to move beyond “what it is” and show “why it matters,” using richer storytelling, usage cues, and brand heritage to help shoppers understand the product quickly, trust what they’re getting, and feel good about adding it to their cart.
Enhanced Content helps fully express each brand and product’s heritage, from iconic logos to regional stories and product origins, giving shoppers the complete search-optimized narrative below the fold.
Once Bel had a trusted foundation for product information and the process discipline to activate it consistently, the impact started showing up in the places that matter: fewer launch delays, less retailer friction, stronger content quality, and better visibility on the digital shelf. Here are a few of the measurable wins Bel achieved as they turned content from a constant scramble into a repeatable advantage.
Results:
In an industry where precision preserves freshness and heritage define trust, Bel Brands has found in Syndigo a true partner for clarity and confidence. By simplifying complexity, the iconic portfolio continues to reach consumers with the same care that has defined it for over a century – now perfectly portioned for the digital table.
Looking ahead, Bel Brands is poised to deepen insight into content impact. Plans include greater use of Syndigo’s Enhanced Content analytics and A/B testing to optimize content presentation and precisely measure its contribution to online conversion rates.
With faster onboarding of new retailers and SKUs, the team can respond swiftly to opportunities in the market, strengthen relationships with retail partners, and open doors for innovation in perishable dairy data integrity.
