Picon's mega-portion success

The love story between Lebanese consumers and Picon® brand cheese has endured for 50 years.

Appreciated for its mild taste and creamy texture, Picon® is the Lebanese people's favorite portioned cheese. The brand has become iconic in Lebanon, and is spontaneously cited first by one in two consumers when asked to name a cheese brand.

In 2014, Bel marketing teams focused on consumer motivations. Their research revealed that the Lebanese prefer the 20-gram portion of Picon® to its smaller 15-gram sibling. Renamed "Mega-portion", the 20-gram format benefited from an advertising campaign and a new 24-portion sales pack, up from an eight-portion pack previously.