Bel UK is investing millions of pounds in a new TV ad for its Mini Babybel brand and the launch of a grated Leerdammer.

The ad, which breaks on 10 March and kicks off a £3m spend for Mini Babybel this year, will highlight the fact that it is a natural product. Set in a miniature cheese factory, the lighthearted ad is intended to introduce new consumers to the brand and show consumers the advantage of a natural product over processed snacks.

Bel UK claimed that Leerdammer Grated, rolling out from next week, was the first Continental hard cheese to launch in the format, which is the fastest-growing segment of the everyday cheese category.

"There is limited brand choice for shoppers at the moment because Cheddar and mozzarella dominate the market," said Jean-Paul Pelaez, head of category management at Bel UK.

"Leerdammer Grated is offering consumers the reassurance of a brand they already know, which will encourage trial."