Cheese brand Bel Groupe has moved into Australia’s string cheese segment with the launch of Babybel Mini Rolls, a spiral-shaped snack.
The company established its local subsidiary, Bel Brands Australia, last November to manage distribution directly and strengthen ties with retailers.
Bel Brands Australia has since taken over the national distribution of its cheese products.
The product targets the Australian string cheese category, valued at between $150 million and $200 million annually.
The Mini Rolls will be sold in pre-portioned packs of six, featuring Disney Pixar characters.
Bel Brands Australia senior brand manager Rucha Sarma said the spiral design was intended to make the snack more interactive.
“Mini Rolls have all the goodness and taste of the OG Babybel that we love but rolled up in a fun shape ready for kids and parents alike to enjoy,” said Rucha Sarma, senior brand manager at Bel Brands Australia.
“Like all Babybel products, the Mini Rolls are made of pasteurised milk, are a good source of calcium and free of any artificial preservatives, colours or flavours. The portable size of the product makes it perfect for kids’ lunchboxes and snacking on the go.”
Mini Rolls will be available in Coles supermarkets from mid-September, with distribution to independent stores scheduled to roll out from next month.
