BABYBEL might be known for its signature circular shape, but the firm has put a new spin on the brand with the launch of Mini Baybel Spirolls.
The windable format is aimed at adding a bit of excitement to children’s lunchboxes, with each pack containing five individually wrapped 17g cheeses.
But as well as targeting children, Baybel hopes that its new pack will appeal to parents who are concerned about health, as Spirolls contain no added colours, flavours or preservatives. Spirolls also provide a source of protein and calcium and fall within the recommended calorie cap for children.
Gaelle Vernet, group brand manager said: “The launch of Mini Babybel Spirolls 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.”
The launch of Spirolls will be supported by a fully-integrated marketing campaign that will include both TV and sampling activities.