Maxi Babybel, the limited-edition supersized version of Mini Babybel is relaunching for Christmas.
The Maxi Babybel (rsp: £3.50/ 200g) is 10 times larger than the mini variant and saw significant success last year “proving that a well-executed novelty can truly capture shopper imagination”.
It will relaunch into Morrisons and is designed as a fun cheeseboard centrepiece.
It is made from the same four ingredients as the original and is naturally rich in calcium and protein, with no added colours, flavours or preservatives.
“We know that three quarters of Brits believe ‘going big’ at Christmas is not about spending big, but rather spending time with friends and family, that’s why we’ve made Maxi Babybel 10x bigger – perfect for sharing,” said Oliver Richmond, marketing manager at Bel UK. “Around half of Brits said their favourite way to ‘go big’ at Christmas is with food and drinks, and nearly a quarter say the classic cheeseboard is their festive favourite.”
The launch last year garnered one million TikTok views and 80k likes in the first 24-hours and engagement was higher than the TikTok average. This helped to drive nearly £550k of sales in just one month.
This year’s relaunch will be supported by a social media campaign encouraging shoppers to ‘Go Big’ with excitement fuelled by a playful video showing security guards sneakily positioning Maxi Babybel on to supermarket shelves ahead of the launch.
“If you look at the year-after-year success of seasonal, limited editions in other categories, it’s clear shoppers love the anticipation,” said Richmond. “Babybel already outsells it’s nearest cheese snacking rival by £100m, so we’re anticipating Maxi Babybel to drive incremental sales as shoppers get into the festive spirit.
“Last year proved there was a lot of demand for fun limited editions and we’re expecting this year to exceed expectations,” he added.
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