CHICAGO, Ill., Sept. 04, 2026 (GLOBE NEWSWIRE) -- Bel US announced a new three-year partnership with NASCAR Cup Series driver Riley Herbst and the Terrible’s convenience stores. The passionate community of NASCAR racers, teams, and fans is an exciting new audience for Bel, its lineup of delicious snacks, and its Fight for Better Snacking. The partnership will include race sponsorships, consumer experiences, social media content, hospitality opportunities, driver appearances, and integrated marketing programs, driving home a partnership filled with “on-the-go” action!
Bel’s portfolio of cheese, fruit, and dairy snacks is known for bringing delicious on-the-go nutrition to people in convenient portions and packaging that make it easy to choose nutritious snacks. As a NASCAR driver, Riley Herbst understands the need for nutrition on the move, making him a natural partner for Bel. Bel’s fun-forward brands will make a great match for race lovers, helping to keep them ready to cheer!
As part of this partnership, Bel will also gain distribution with Terrible’s convenience stores in the Southwest United States. Founded and owned by Riley Herbst’s family, it’s a seamless connection between Riley’s thrills on the track and the on-the-go snacks his fans will be looking for. The following brands will be available starting mid-October:
- Babybel® Original semi soft cheese
- Babybel® White Cheddar semi soft cheese
- Babybel® PRO semi soft cheese
- The Laughing Cow® Original spreadable cheese wedges
- The Laughing Cow® Dill Pickle spreadable cheese wedges
- GoGo squeeZ® Apple Apple fruit blend
- GoGo squeeZ® SlymeZ sweet and sour fruit gel
- GOGO® Fruit Blend with Electrolytes
- GOGO® Dairy Snack
- GOGO® Fruit Smoothie
The partnership will kick off with the events at Darlington Raceway on September 6 and Charlotte Motor Speedway on October 11 and feature vehicle wraps on Herbst’s No. 35 Toyota Camry XSE that will show off two of Bel’s iconic brands: GoGo squeeZ® and The Laughing Cow®. These vibrant designs will be the perfect kickoff for this bold collaboration.
“I’m excited to welcome Bel US onto my team, starting this weekend at Darlington and continuing into my new journey at LEGACY MOTOR CLUB in 2027,” said NASCAR Cup Series driver Riley Herbst. “As an athlete, delicious and portion-sized snacks are key to a healthy regimen, so the Bel products are a perfect fit. We’re excited to have them on for two races this season and many more moving forward."
“Bel makes delicious, nutritious snacks that are convenient for people on the go, making NASCAR such a great fit,” said Peter McGuinness, CEO of Bel North America. “Riley Herbst is a great partner to help us bring GoGo squeeZ® and The Laughing Cow® to fans all across America who love action and fun. And with Terrible’s convenience stores, we can meet fans where they are — trackside, roadside, and everywhere in between. Let’s GoGo.”
After the 2026 season, Bel is revved up and ready to support Riley with his new racing team, LEGACY MOTOR CLUB, in 2027. Riley and LEGACY MOTOR CLUB announced their partnership, along with Bel US as a new sponsor, at an event at Ten Tenths Motor Club in Charlotte, North Carolina yesterday, September 3.
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About BEL US
Bel US is part of the Bel Group, a global leader in fruit, veggie and dairy snacking with 160 years of expertise. Family-owned, mission-led, and rooted in innovation, Bel US creates delicious fruit, veggie and dairy portion-sized snacks. Iconic brands like Babybel®, GoGo squeeZ®, The Laughing Cow®, and Boursin® are among Bel US’s most loved brands. With US offices in Chicago and New York, and food facilities in Idaho, Michigan, Wisconsin, and South Dakota, Bel is committed to the Fight for Better Snacking – delivering nourishment, bringing joy, and building a more sustainable food system- For All, For Good.
About LEGACY MOTOR CLUB
LEGACY MOTOR CLUB (LEGACY MC) is a premier auto racing organization owned by seven-time NASCAR Cup Series champion and 2024 NASCAR Hall of Fame inductee, Jimmie Johnson and Knighthead Capital Management, LLC. Drawing from a rich tradition of success, LEGACY MC is dedicated to pushing the boundaries of motorsport and setting new standards of excellence. The CLUB competes under the Toyota Racing banner in the NASCAR Cup Series with the No. 43 Toyota Camry XSE piloted by Erik Jones and the No. 42 Toyota Camry XSE driven by John Hunter Nemechek. Johnson also races on a limited basis in the No. 84 Toyota Camry XSE. With NASCAR legend and Hall of Famer Richard Petty, "The King", serving as CLUB Ambassador, LEGACY MC blends timeless racing traditions with a new forward-thinking vision. As an inclusive community for motorsport enthusiasts, LEGACY MC honors both its storied past and the promising future of its members, always striving for victory and championship glory at the pinnacle of NASCAR competition.
Lauren Knight Bel Brands USA (312) 798-9482 belusmedia@groupe-bel.com