Bel US and The Laughing Cow are founding partners of the new Good Food Coalition. The coalition brings together the nutrition-focused nonprofit Partnership for a Healthier America, retailers Amazon Access and The Giant Co., and better-for-you food brands Bel US and WK Kellogg Co. to make healthier food easy to access so it can be enjoyed by all.

This first-of-its-kind initiative links consumer purchases of dietitian-validated, better-for-you products (designated as "GOOD GOOD") directly to support families feeling the current economic pinch across the country. Retailers promote and provide a discount online or in-store for their GOOD GOOD products. During key moments of the year, i.e. back-to-school season, GOOD GOOD transactions will trigger a donation to Partnership for a Healthier America, unlocking millions of servings of healthy food for families facing food insecurity through PHA's Healthy Hunger Relief initiative.

"PHA's Good Food Coalition unites grocers, food brands, and community partners committed to ensuring families everywhere can access healthy food that is affordable, convenient, and culturally relevant. Together, we are building a healthier America where the healthy choice becomes the easy choice for every family," said Noreen Springstead, President and CEO, Partnership for a Healthier America.

Bel's GOOD GOOD products will be available on Amazon Access and in-store with The GIANT Co. They will be included in pay-it-forward promotions starting in August for the back-to-school season. Grocery storefront placements, targeted customer emails, push notifications, and other digital retail media on Amazon will surface better-for-you options at the moment families are already stocking up, making the healthier choice the obvious choice. And as the Good Food Coalition's brick-and-mortar launch partner, The Giant Company will help connect the program to local families through in-store discovery, trusted relationships, and neighborhood-level access.

The Good Food Coalition has been convened to make real progress towards the goal of good food for all. As a mission-led brand with 160 years of making nourishing snacks, Bel's participation in this initiative will leverage its experience in the Fight for Better Snacks – making just-right portions of convenient dairy, fruit and veggie snacks more accessible.

"Bel is proud to be a founding partner of this coalition to make the healthier choices the easier ones for Americans. 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," said Peter McGuinness, Bel North America CEO.