Mini Babybel Comic Relief

Cheese supplier Bel UK has renewed its partnership with Comic Relief by launching a limited-edition Mini Babybel range.

The range, carrying Comic Relief branding, will launch on 13 February and will see the supplier donate 10p from the sale of each Mini Babybel Original and Light variant to the charity’s Red Nose Day appeal.

Bel UK has raised more than £1m for Comic Relief over the past 10 years.

In addition to raising money for the appeal, Bel UK said limited edition packs offered a “lucrative sales opportunity for retailers”, as the last Red Nose Day saw it recruit some 830,000 incremental consumers to the brand, delivering a 13% sales uplift [Nielsen, total Mini Babybel sales w/e 28 March 2015].

The supplier said each limited edition net bag of Mini Babybel would carry a joke, with each case of 12 bags also carrying “impactful” Comic Relief-themed PoS.

“The limited edition Mini Babybels offer a simple way for consumers, store staff and managers to be involved in supporting this charity, which has a significant 90% awareness,” said a Bel UK spokeswoman.

The Red Nose Day activity is being supported by a fully integrated digital, PR and shopper campaign, which will target 500 stores nationwide, and focus heavily on the convenience channel. The campaign will include street sampling across the UK, redemption to drive direct sales, and in-store PoS support and advertising panels, which were designed to target young adults over the key lunchtime and on-the-go snacking occasions.

This year’s Red Nose Day appeal takes place on 24 March.