Babybel has launched a new campaign, inspiring consumers to “Join the Goodness” with its new Babybel Snack Heroes.

Big-Bel, Super-Bel and Flexi-Bel are the stars of the new campaign, which includes a blockbuster ad, airing on TV and Broadcaster Video on Demand from August, and featuring in cinemas for the first time in five years.

Limited-edition Babybel packs featuring the new Snack Heros, including Super-Bel, Big-Bel, Irresisti-Bel and Flexi-Bel, are available now, with the character’s embodying the goodness of Babybel as a 100% real cheese snack, and good source of protein and calcium, with no artificial colours, flavours or preservatives.

Ollie Richmond, senior brand manager at Babybel, said: “Our engaging new campaign is set to shine a spotlight on the goodness of Babybel, driving further appeal for the range, which long holds pole position as a lunchbox staple. Timed to coincide with the key back-to-school sales period and the anticipated rise in lunchbox occasions, retailers should set the scene for a star performance by maximising off shelf visibility, secondary sitings and meal deals to capitalise on the lunchtime occasion.”