Bel Brands launch Babybel Plant-Based

Posted: 13 April 2022 | | No comments yet

One of the snack world’s most iconic products has received a plant-based cousin, as Bel Brands USA launches the green Babybel in stores across the US.


The iconic red wax coating will turn green for the new plant-based version

Bel Brands USA has announced that Babybel Plant-Based is now available at retailers across the US, including at Whole Foods, Sam’s Club and Fresh Thyme, as well as select Costco locations in the Southeast.

“At Bel Brands USA we have a continued commitment to bringing forward great tasting cheese options that meet our consumers’ evolving needs, including expanding our portfolio to plant-based offerings” said Shannon Maher, Chief Marketing Officer at Bel Brands USA.

“Plant-based snack cheese offerings to-date lack a true dairy flavour and texture. We recognized this gap and went to work to develop this delicious snack so that every cheese-lover has the opportunity to enjoy Babybel.”

Mimicking the taste and texture of the firm’s Mini Babybel, Bel Brands says this new snack was crafted to taste like Mozzarella cheese and offers a good source of calcium and B12.

Perhaps one of the most recognisable aspects of a Babybel is its iconic red wax coating. To leave consumers in no doubt about its plant-based nature, but still stay true to the brand, Bel Brands has opted for a green wax jacket for the snack.

Creating a plant-based alternative to a popular food item can be a daunting prospect – regular buyers expect a certain taste, mouthfeel and look to their favourite products. In order to achieve buy-in from its customers, Bel Brands says it has brought consumers along on the Babybel Plant-Based journey.

“Babybel is an iconic cheese brand, so it was imperative that we delivered a plant-based offering that met the expectations our consumers have when it comes to taste, texture and quality,” confirmed Melanie Nemoy, Brand Director at Babybel.

“At the end of the day, our fans had the final say on this product after numerous rounds of tasting and refinement.”

Babybel Plant-Based is available in a six-count bag at Whole Foods and Fresh Thyme, as well as a 32-count pack at Costco and 20-count pack at Sam’s Club, with expanded availability to come throughout 2022. The manufacturer says its packaging is made of 80 percent paper and the wrappers inside are certified home compostable.

Bel Brands USA has also revealed that is growing its portfolio of plant-based products, including Boursin Dairy-Free and its wholly plant-based line, Nurishh, in addition to new Babybel Plant-Based.

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