Mini Babybel launches limited-edition Mini Melters


Mini Babybel, the No. 1 cheese snack format up 17% year-on-year, will be bolstering its market-leading range with the launch of limited-edition packs featuring Babybel Mini Melters, arriving in retailers nationwide from November, until stocks last.

The latest activation from Mini Babybel has been launched to enable retailers to capitalise on the popularity of melted cheese over winter months, with the free-with-purchase mini melting pans helping retailers actively tap into this market, showcasing the fun versatility of Mini Babybel by driving exciting new usage and occasions across winter.

Inspiring consumption and driving volume, with four distinct colours to collect, the reusable Mini Melters will come as a free-with-purchase extra, included in both Mini Babybel 6 and 12 net formats across Original and Light ranges. The easy-to-pour format highlights mouthwatering new ways to enjoy Mini Babybel cheese, changing the consistency so it’s ideal for social sharing and recipe incorporation thanks to its dippable and pourable texture. 

Gaelle Vernet, group brand manager, says: “Mini Babybel is already a beacon brand, ranking No.1 for top of mind, spontaneous and prompted awareness with both parents and young adults. The limited edition launch of Babybel Mini Melters for winter is set to inspire further usage and drive volume by offering a fun new way to enjoy the No. 1 cheese snack format. Set to appeal to adults and kids alike, Mini Melters offer a new way to enjoy Mini Babybel’s natural cheese with no added colours or preservatives this winter.”

The launch of Babybel Mini Melters will be supported with significant marketing investment including shopper activations alongside online and TV advertising on key programmes from November. 

Limited edition Babybel Mini Melters will be available while stocks last in both grocery and convenience channels, including Tesco, Sainsbury’s, Asda, Co-op, Morrisons and Waitrose, from 11 November.