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Bel UK has expanded its functional snacking portfolio with three new products across its Babybel and GoGo Squeez brands.
The launches include Babybel Happy Gut, a cheese snack containing one billion live cultures, alongside GoGo Squeez Energy and Recharge, which mark the fruit snack brand's first expansion into adult functional snacking.
Babybel Happy Gut combines the brand's traditional cheese snack with one billion live cultures of Lactobacillus rhamnosus per portion, while also providing a source of calcium.
The launch builds on the introduction of Babybel Protein, which Bel UK said has generated incremental sales, with 29% of purchases contributing additional growth to the brand since its launch.
The new Happy Gut variant joins Babybel Light and Protein as part of the brand's efforts to offer consumers a wider range of snacks with different nutritional attributes.
Babybel Happy Gut is available nationwide at Tesco, Sainsbury's, Asda and Morrisons, with a recommended retail price of £2.45.
Meanwhile, GoGo Squeez has entered the adult functional snacking market with the introduction of Energy and Recharge, two fruit-based pouches containing added vitamins and minerals.
The range is aimed at younger adult consumers seeking functional benefits from their food, with Bel UK citing research indicating that 78% of Millennials and Gen Z consumers actively look for such attributes.
GoGo Squeez Energy combines apple, mango and orange with vitamins B2 and B6, which contribute to normal energy-yielding metabolism and the reduction of tiredness and fatigue.
The Recharge variant features apple, pineapple and passionfruit, alongside vitamins B3 and B5, calcium and magnesium. The latter contributes to electrolyte balance, positioning the product as a snack option for active consumers.
The launches follow a period of growth for GoGo Squeez, with the brand reporting a 63% increase in sales value and a 59% rise in volume year on year.
Both variants are available in ambient multipacks of four 90g pouches at Tesco and Sainsbury's, priced at £2.75.
David Brandman, managing director of Bel UK, said: "Consumers increasingly want convenient snacks that fit around busy lives while delivering more. These launches show how we're responding to that shift by evolving our biggest brands to meet new needs and occasions."
He added: "Babybel Protein has already demonstrated the opportunity functional snacking can unlock for the brand, and Happy Gut takes us into another new space. At the same time, Energy and Recharge open GoGo squeeZ up to an entirely new audience."
