Bel UK has launched Mini Babybel Protein to meet rising consumer demand for higher-protein products.
Babybel Protein (rsp: £2.45/six) contains 5.2g of natural protein and is promised to maintain the “creamy taste and nutritional goodness of the original”. It is also still made from 100% real cheese.
The original Babybel contains 4.4g of protein per serving.
“We’re seeing more consumers prioritising protein but they’re also looking for simplicity, real ingredients and great taste,” said Oliver Richmond, marketing manager snacks, spreads & Ireland at Bel UK.
“Protein cheese is still a relatively untapped category and presents a big opportunity, particularly when it comes to younger adults, particularly men,” said Richmond. “As the UK’s number-one cheese snack, Babybel is in a unique position to meet that need.
“Mini Babybel Protein fills a clear gap in the market: a protein rich, on-the-go snack that can put the fun into functional.”
The brand said it differed from other protein offerings on the market as it delivered a natural protein without artificial additives, sweeteners or requiring preparation.
In addition to the high-protein offering, Bel UK has launched fully home-recyclable paper wrap, replacing the previous biodegradable cellophane.
This was a “more sustainable solution” that can be recycled on the go, it said.
The product will launched from 12 May in Tesco and Morrisons, with wider distribution to come in June and July.
A smaller two-pack format will also roll out in June.
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