Bel UK is set to move into the organic market with the launch of a new organic Mini Babybel snack cheese.
The brand’s first organic SKU is set to launch in May, with the individually wrapped 20g cheeses in nets of five (rsp: £2.49/100g).
Bel was reacting to shifts in shopper behaviour towards health, environment and socially conscious products, it said, highlighted most recently by Soil Association and Future Foundation studies that showed shoppers were willing to pay a premium for items matching those considerations.
It comes as organic sales in the UK grew by 6% in 2017, hitting record highs of £2.2bn according to the Soil Association, with organic dairy products making up more than a quarter of the food and drink sector’s organic sales.
“Made with 100% organic milk, we’ve simply created an organic version of our leading cheese snacking format with the same great taste that’s already loved by consumers,” said senior brand manager for Mini Babybel Gaëlle Vernet.
“Delivering the ultimate in snacking satisfaction, new Mini Babybel Organic will drive repertoire whilst also attracting new shoppers who are actively seeking out organic products to this growing category.”
The organic option would further drive incremental sales in the snacking market, which grew 5.2% in the year to November 2017 [Kantar Worldpanel], Vernet added.
Mini Babybel Organic’s launch is set to be accompanied by a PR and digital campaign alongside point of sale advertising.