Cheese snack format Mini Babybel, will be extending its market-leading range with the launch of Mini Babybel Spirolls in January, with the aim of boosting sales in the lunchbox cheese category.

A portion-controlled natural cheese snack, with no added colours, flavours or preservatives, new Mini Babybel Spirolls has been designed to appeal to both parents and kids alike. 

As a natural protein-based snack that provides calcium and is within the recommended calorie cap for children, Spirolls delivers against these criteria, according to Gaelle Vernet, group brand manager:

"Mini Babybel is already a beacon brand that’s enjoyed in 43% of all family households in the UK and drove a substantial 81% of value growth within the lunchbox category over the key back to school period . 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 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 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.