Mini Babybel®, the No. 1 cheese snack format[i] will be extending its market-leading range with the launch of Mini Babybel Spirolls in January. Delivering the same great taste and convenience but in an exciting new fun format, new Mini Babybel Spirolls are set to lift the lid on growing lunchbox cheese sales (+5% YOY).[ii]

A playful but portioned controlled natural cheese snack, with no added colours, flavours or preservatives, new Mini Babybel Spirolls appeals to both parents and kids alike. Mini Babybel is already a trusted brand with 74% of mums preferring it to other lunchbox cheeses for quality[iii] and when tested amongst a consumer panel Mini Babybel Spirolls ranked higher than key competitors across three key product benefits (natural, unique and fun to eat)[iv] and was also loved by 93% of kids.[v]

Health and enjoyment are the key drivers for parents when choosing cheese snacks for their kids’ lunchboxes[vi]. As a natural protein-based snack that provides calcium and is within the recommended calorie cap for children, Spirolls delivers against these criteria. The impactful packs have been designed to maximise on shelf visibility and contain five individually wrapped 17g cheese snacks – ideal for enjoying in a lunchbox or on the go.

Gaelle Vernet, Group Brand Manager says; “Mini Babybel is already a beacon brand that’s enjoyed in 43% of all family households in the UK[vii] and drove a substantial 81% of value growth within the lunchbox category over the key back to school period[viii]. The launch of Mini Babybel Spirolls in 2019 is set to drive further incremental sales opportunities by bringing something fresh to category. A fun filled snack that’s appealing to slightly older kids (9-14 years) but also approved by parents as it’s a natural cheese with no added colours or preservatives.

The launch of Mini Babybel® Spirolls will be supported with a substantial investment in 2019, designed to maintain Mini Babybel’s position as the No.1 investor in lunchbox cheese. The fully-integrated marketing campaign will include; TV, a ‘try me free’ offer and shopper marketing activities including high reach in-store sampling designed to drive awareness and trial – all helping retailers to maximise the significant sales opportunity.

Mini Babybel Spirolls will be available exclusively in Asda from early January and then to retailers nationwide from the beginning of March. Available in cases of 12, each 85g pack contains five individually wrapped 17g Babybel Spirolls with an RRP of £1.99

[i] AC Nielsen, Total Coverage including Discounters, 52 w/e 06.10.18

[iii]  IPSOS brand health tracking 2018

[iv] ViVo Study, Panel of 250 people in the UK, 2018

[vi] Kantar Usage Data, August 2018

[viii] AC Nielsen YOY total UK w/c 08.09.18

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