Bel UK has launched Babybel Hellfire to celebrate the fifth and final season of Stranger Things.
The limited-edition Babybel (rsp: £2.45/120g) is a spicy, plant-based snack which has launched in Sainsbury’s, with further rollout in Morrisons later this month.
It is designed to tempt the “flavour-curious tastebuds of the Stranger Things fandom” and win over those interested in trying snacks with new flavours.
“Babybel Hellfire capitalises on a generational TV event, tapping into 80s nostalgia, the Stranger Things fandom and snacking trends,” said Oliver Richmond, Bel UK marketing manager, snacks, spreads & Ireland. “Excitement for the series finale is already building, so by launching Babybel Hellfire, we know we’re tapping into a key cultural moment in the year for Gen Z shoppers.”
He added that it “ticks every box for our target audience” thanks to the spicy flavours and it being plant-based.
It is a “snack that’s both exciting and accessible to a wide range of shoppers”, he said.
The Babybel Hellfire launch will be supported by a “fandom-first” social, media and PR strategy and on-pack partnership.
Stranger Things 5 will release on Netflix across three premiere dates, with part one on 27 November, part two on December 26, and the finale on 1 January.
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