Bel UK is introducing a mini cheese snack for pre-school children under its new brand - Giggles from The Laughing Cow.
Giggles has been developed for younger palates and is packaged in handy 'pods' that make it an easy-to-use, mess-free, hand-held snack for little hands.
Its texture means it can be eaten straight from the pack, and the pod makes it an ideal format for a range of snacking occasions.
'Giggles' will be available to the independent trade from June. Each pack contains six 18g pods, has a rrp of £1.29 and a seven-week shelf life, and comes in outers of 10.
The new arrival will benefit from the £3m marketing support for The Laughing Cow brand in 2008 and will be featured on TV later in the year.
Jean-Paul Pelaez, head of category management at Bel UK, says: "This new brand is totally relevant to the eating habits of young kids - and the needs of their parents who are increasingly health-conscious and concerned about the foods their children are eating."