Power Players with Brian Sozzi Babybel cheese to Ancestry AI: How brands are winning 2026
Apr 20, 2026
Peter McGuiness, CEO of Bel North America, reinventing Babybel and The Laughing Cow with protein-forward, portion-controlled snacks. Howard Hochhauser, CEO of Ancestry, building AI and massive archival indexes to turn records into personalized family narratives. They discuss product innovation, cultural marketing, AI that reads handwritten archives, digitizing home media, and strategies to grow subscriptions and reach younger audiences.
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Double Down On Better For You Snacking
- Do focus Bell's innovation and marketing on simple, minimally processed, nutrient-dense, portion-controlled snacks aligned with dietary guidelines.
- Peter launched Babybel Pro (5g protein, probiotics) and urges 'throw gas' on growth while trends favor dairy-snacking.
Local Factories Are A Strategic Asset
- Bell maintains local production with 30+ factories globally to minimize environmental footprint and support communities.
- Peter sees this localized manufacturing as strategic: closer to source, easier sourcing, and community impact.
Make Snacks Pop Through Provocative Marketing
- Do unleash brand personality through provocative marketing and cultural partnerships to make Bell brands front-of-mind.
- Peter suggests surprising stunts and artist collaborations like European examples to reposition Laughing Cow and Babybel.