Bel USA announced a three‑year partnership with NASCAR Cup Series driver Riley Herbst and the convenience‑store chain Terrible’s, a collaboration designed to bring on‑the‑go snack options to the heart of the racing community.
The agreement encompasses race sponsorships, social‑media content, hospitality experiences and an integrated marketing program, with Bel’s snack brands—including Babybel® Original, Babybel® White Cheddar, Babybel® PRO, The Laughing Cow® and GoGo squeeZ®—set to appear in Terrible’s stores throughout the Southwest starting mid‑October.
A highlight of the partnership is the vehicle wrap on Herbst’s No. 35 Toyota Camry XSE, which will showcase GoGo squeeZ and The Laughing Cow, turning the race car into a moving advertisement as the driver competes at venues such as Darlington and Charlotte.
The collaboration officially kicks off with fan‑focused events at Darlington Raceway on September 6 and Charlotte Motor Speedway on October 11, offering spectators a chance to engage with the brands and experience the snacks that are designed for convenient, nutritious enjoyment during races.
Strategic Impact
Riley Herbst, whose family owns Terrible’s, says the alliance aligns perfectly with his commitment to providing drivers and fans with portable, nutritious snack choices that fit the fast‑paced environment of motorsports. By expanding distribution through Terrible’s Southwest locations, Bel aims to deepen its market presence within the NASCAR ecosystem and reach new consumers who value quick, healthy snack options.