Aug 11, 2025
How Babybel transformed the way we eat cheese
Babybel has launched Mini Babybel Protein, following increasing shopper demand for protein-rich snacking options. Mini Babybel Protein contains 5.2g of natural protein per portion. It also comes in fully home-recyclable paper wrap.
For decades, Babybel has been synonymous with that distinctive red wax coating that has delighted consumers across generations. From school lunchboxes to office desks, Babybel has carved out a unique position in the snacking category market through clever marketing, product innovation, and a deep understanding of what consumers truly want.
Babybel’s marketing creativity showcases the brand’s ability to balance nostalgia with contemporary appeal. The return of the ‘Maxi edition’ was celebrated with a tongue-in-cheek Christmas advertisement, while the eye-catching 2024 campaign in London and Manchester brought the iconic wax peel to life on billboards.
Babybel has successfully broadened its appeal beyond its traditional children’s market without alienating its core audience. Oliver Richmond, marketing manager snacks, spreads at Bel UK said: “Protein cheese is still a relatively untapped category and presents a big opportunity particularly when it comes to younger adults, particularly men. As the UK’s No.1 cheese snack, Babybel is in a unique position to meet that need. Mini Babybel Protein fills a clear gap in the market: a protein rich, on-the-go snack that can put the fun into functional.”
This is a great example of how brands lead. Babybel is iconic. Its unique product design is one of the strongest ‘distinctive brand assets’ around. It would be easy to rest on its laurels… no chance.
New or emerging consumer needs do not usually convert to new revenue by osmosis. Somebody – and 99.9% of the time it is a brand owner – must discover and unlock the insight, define the need and create a solution that people want to buy. Repeatedly. It is the innovation component of the brand business model.
In this case, the need (wanting more protein rich snacks) sits well above cheese and Babybel. What Babybel has done is match that need to their brand through an innovative solution with a clear benefit and a simple reason to believe. The striking packaging gives stand out and makes it distinctive but, like all good brand innovation, it still fits with the core. They have then invested to reinforce how this contributes to, and feeds off, the brand’s existing, strong equity. It is #WhatBrandsDo and Babybel has been doing it rather well for a long time!
