Bel UK aims to cultivate kids' taste for stronger cheese with an Emmental version of Mini Babybel.

The Swiss variety comes in yellow wax covers rather than red and joins the growing rainbow of mini cheeses which include Cheddar and Cheddar Light (purple) - launched earlier this year - and Goat's Cheese (green).

"Emmental is now a well-recognised cheese and will add another interesting flavour to the range," said Caryn Gillan, head of category management.

"We've been talking to mums and they've told us that Mini Babybel Cheddar, has been a great way to introduce their kids to new, stronger tastes. We're confident the new variety is set to be a sales success."

The company will spend £1.5m on marketing the new variety this year, while its Parachutes TV ad will also run again this year, restarting in June.

Mini Babybel is the number two cheese snack in the UK, according to AC Nielsen [total value sales 52 w/e 27 January 2007].

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