Bel Groupe cheese brand, Babybel, is tackling the string cheese market in Australia with the launch of its new spiral-shaped Mini Rolls, a fresh take on the original Babybel cheese.
Bel Groupe opened its Australian subsidiary last November, aiming to work more closely with retailers and directly manage its brand distribution. Bel Brands Australia took over the national distribution of Bel cheese products, and is now tackling the market from a closer perspective.
The launch of Mini Rolls aims to take on the string cheese category in Australia, estimated to be worth between $150-$200 million annually. The product will come in Disney pre-portioned packs of 6 featuring a mix of Pixar characters.
Bel Brands Australia senior brand manager, Rucha Sarma, said the product’s new spiral shape is designed for playful peeling and unrolling.
“Mini Rolls have all the goodness and taste of the OG Babybel that we love but rolled up in a fun shape ready for kids and parents alike to enjoy,” said Sarma.
“Like all Babybel products, the Mini Rolls are made of pasteurised milk, are a good source of calcium and free of any artificial preservatives, colours or flavours. The portable size of the product makes them perfect for kid’s lunchboxes and snacking on the go.”
The snack-ready Mini Rolls will hit shelves in Coles supermarkets from mid-September and then roll out progressively to independent stores across the country from October onwards, available for RRP $7.00.
