Babybel launches functional cheese snack line for food-to-go category and continues support of Comic Relief


Babybel®, the No. 1 cheese snack format, is bolstering its market-leading lineup with the launch of Babybel Plus, the brand’s first ever functional cheese snack line designed specifically for the food-to-go category.

Functional Babybel

Babybel Plus launches with two variants, Babybel + Vitamins and Babybel + Live Cultures, catering to consumer demand for healthier grab and go snack options in convenient two pack portions, each delivering the much-loved taste and convenience of Babybel Original but blended with either vitamins or one billion live cultures.

With Google searches for ‘healthy snacks’ up by 110% and +250m to-go snacks being chosen for health reasons (+18% va YA) this new launch presents a significant sales opportunity for retailers. According to the latest Mintel Food and drink report, functional food formulations are set to be one of the biggest trends in 2021 and Babybel Plus delivers against this.

Both Babybel Plus variants are rich in protein and calcium, free from additives, colours, flavours and preservatives, like Babybel Original, whilst Babybel + Live Cultures is enriched with a billion active Lactobacillus (LGG®), Babybel + Vitamins is rich in Vitamin B12 which, as part of a varied and balanced diet and health lifestyle, contributes to the normal function of the immune system. 

Emily Galazka, senior brand manager at Babybel, says: “Babybel is a beacon brand with 26% household penetration and 650 Mini Babybel unzipped, eaten and enjoyed every minute in the UK. The launch of Babybel Plus will build on the established reputation of Babybel as a natural portion-controlled snack, by providing additional functional health benefits that cater to consumers’ elevated interest in healthy and immune-system-contributing snacks. Available in convenient packs of two, Babybel Plus is the perfect grab and go snack for consumers looking for healthier options.”

Babybel Plus recently launched in Boots and is now available to retailers nationwide in cases of 20. 

Babybel + B Vitamins – RSP £1 (2x20g)

Babybel + Live Cultures – RSP £1 (2x20g)

Babybel has also announced it is again supporting major UK charity Comic Relief’s Red Nose Day, marking the continuation of their established 20-year relationship. 

Enabling consumers to purchase the No.1 cheese snack, whilst also raising awareness and encouraging donations to help those living incredibly tough lives in the UK and around the world, the partnership will see Babybel donating 5p to Comic Relief’s Red Nose Day campaign for every limited-edition promotional pack sold.  

Created in synergy with Red Nose Day’s “Funny is Power” theme, the limited-edition promotional packs are filled with highly collectable Babybel cheese wrappers in an array of fun illustrated eye designs. Offering an additional easy and family friendly way to raise further funds for Red Nose Day through social media, Babybel will be encouraging consumers to say “cheese” and upload a funny face posing with their Babybel cheeses on Instagram, Facebook or Twitter. For each post shared using the dedicated hashtag #FunnyFaces, Babybel will donate a further £1 to Comic Relief, up to a maximum of £10,000. 

Already a blockbuster, beacon brand with 26% household penetration and 650 Mini Babybel unzipped, eaten and enjoyed every minute in the UK, the Red Nose Day fundraising activity is set to drive further consumer engagement and will be maximised through significant marketing investment including TV, VOD, social and fun-filled influencer collaborations. Retailers should stock up on promotional packs and drive visibility in store to maximise this opportunity.

Galazka says: “With delivering goodness through fun and playfulness at our core, there is a natural synergy between Babybel and Comic Relief and we’re extremely proud of our long-standing relationship which has raised over £1M for this worthy charity. We really hope that everybody gets involved in this year’s campaign particularly our retail partners.”

Limited edition Red Nose Day Babybel packs are available to retailers from 22 February and will be available in all major supermarkets and convenience stores nationwide from 22 February, until stocks last.