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Bel UK is set to introduce Mini Babybel Protein, a new addition to its popular Babybel cheese snack line, in response to the increasing consumer focus on protein-rich diets.

This launch comes at a time when 35% of consumers are actively seeking to boost their protein intake, highlighting a significant market opportunity for retailers.

The Mini Babybel Protein, which packs 5.2 grams of natural protein per portion, aims to cater to the growing demand for convenient, functional snacks that fit into busy lifestyles.

According to Oliver Richmond, marketing manager for snacks, spreads and Ireland at Bel UK: “We’re seeing more consumers prioritising protein but they’re also looking for simplicity, real ingredients and great taste,” he said.

This new offering retains the creamy taste and nutritional benefits of the original Babybel, made from 100% real cheese, while providing a playful snacking experience. The product is designed for on-the-go consumption, eliminating the need for preparation or artificial additives that are common in many protein products.

In an effort to enhance its sustainability credentials, Mini Babybel Protein will debut in fully home-recyclable paper wrap, replacing the previous biodegradable cellophane. This shift not only aligns with consumer preferences for environmentally friendly packaging but also represents Bel's ongoing commitment to delivering healthier food options.

Richmond highlighted the importance of dairy in daily diets, referencing NHS guidelines that advocate for regular dairy consumption. “Protein cheese is still a relatively untapped category and presents a big opportunity particularly when it comes to younger adults, particularly men," he noted.

Babybel is a key player in the cheese snack category, with annual sales exceeding £104.6 million and a 25% share of the space. The introduction of Mini Babybel Protein is expected to further accelerate growth, building on a year-on-year increase of 8.6% in value and 5% in volume.

The product will be available in a six-net format starting May 12 in Tesco and May 19 in Morrisons, with broader distribution planned for June and July. Additionally, a two-pack format will be introduced in the same recyclable packaging.