Incumbent agencies OMD, Carat and ZenithOptimedia will contest the business against WPP-owned Mindshare.
OMD currently handles the £4.5 million UK account and the business in the US while Carat works for Bel Group across Europe. ZenithOptimedia is the incumbent in the Middle East,
WPP creative network Rainey Kelly Campbell Roalfe/Y&R won the pan-European advertising accounts for the Boursin and Leerdammer cheese brands in May 2008 without a pitch, after being appointed to Babybel in January that year.
Valérie Falciola-Borel, the global media director, Bel Group, said: "The communication environment has undergone profound changes. Given Bel’s expansive growth and the challenging media environment, the group has decided to launch an international media pitch to identify partners we can work with on a global scale to help us face these new challenges."