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Bel group & Foodberry join forces to redefine fruit-based snacking
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Tuesday, 20 January, 2026, 13 : 00 PM [IST]
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Boston, USA
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Bel US, the American arm of global snack maker Bel Group — best known for brands such as Babybel and GoGo Squeez — has entered a strategic partnership with food innovation company Foodberry to develop a new generation of fruit-centric, better-for-you snacks aimed at U.S. consumers.
Under the collaboration, Bel will leverage Foodberry’s proprietary plant-based coating technology, which uses real fruit purée to create edible protective layers around core ingredients. The goal is to produce innovative, convenient snack formats that combine real fruit, protein and appealing taste profiles in individually portioned products. The inaugural snack from this partnership is slated to hit select U.S. markets in 2026.
Foodberry’s food tech platform is inspired by natural fruit structures and can encapsulate a variety of ingredients — from nut butters and cheese to ice cream — in no-mess, bite-sized formats. Supported by more than 20 issued utility patents, the technology enables food brands to unlock new usage occasions and product formats beyond traditional fruit snacks.
The collaboration is designed to address gaps in the current snacking landscape. Despite growing interest in health and wellness, many consumers still fall short of recommended fruit intake levels. Snacks that deliver both fruit and protein can help bridge this nutrition gap while appealing to on-the-go lifestyles.
Executives from both companies say the partnership aligns with their shared missions to make nutritious foods more accessible and enjoyable. Carolina Cespedes Virguez, general manager of GoGo Squeez at Bel US, said the initiative will “bring unique propositions to the market” by creating snacks that are delicious, convenient and nutritious. Marty Kolewe, CEO of Foodberry, echoed that the collaboration reimagines snacking by blending real fruit with functional ingredients in novel, portionable formats.
Targeted at the more than $6 billion U.S. fruit snack category, this partnership brings together Bel’s distribution strength and brand equity with Foodberry’s cutting-edge innovation platform a combination poised to reshape consumer expectations around fruit-forward snacking in 2026 and beyond.
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