Mini Babybel is bolstering its range this winter with the launch of limited edition packs featuring Mini Melters - a collection of small pans that can be used to melt Babybel cheese.
Available to convenience stores nationwide from 11 November while stocks last, the special activation is designed to help retailers capitalise on the popularity of melted cheese during the winter season.
Mini Babybel hopes that the free-with-purchase mini melting pans (sold in four different colours) will showcase the versatility of its range and drive consumption and volume for stores.
The reusable, easy-to-pour melters come as an extra in six and 12 packs of Mini Babybel Original and Mini Babybel Light (rrp £1.95 and rrp £2.85 respectively).
Gaelle Vernet, group brand Manager at brand owner Bel UK, said: “Mini Babybel is already a beacon brand, ranking No.1 for top of mind, spontaneous and prompted awareness with both parents and young adults (Source: IPSOS Wave, March 2019).
“The limited edition launch of Babybel Mini Melters for winter is set to inspire further usage and drive volume by offering a fun new way to enjoy the cheese snack format. Set to appeal to adults and kids alike, Mini Melters offer a new way to enjoy Mini Babybel’s natural cheese with no added colours or preservatives this winter.”
The launch of the limited edition packs will be supported by marketing investment, including shopper activations alongside online and TV advertising on key programmes, throughout this month.