THE MARKET
Mini Babybel is part of the £187m cheese snacking category and it has coverage in 41% of UK households and is a high frequency purchase, typically bought more than six times a year.
ACHIEVEMENTS
Mini Babybel has consistently outperformed its category with sales more than doubling since 2000. In 2009, the brand achieved sales of more than £40m. In 2008, Mini Babybel was the best- selling cheese portion, achieving 21% market share and finding its way into one-fifth of UK households.
PRODUCT
Mini Babybel Original, the brand’s flagship product, accounts for 55% of the brand’s sales. In recent years, however, it has been joined by variants made from Emmental, Cheddar and Goat’s cheese as well as a Light option, broadening its appeal to adult consumers. As consumers look towards healthier eating, Mini Babybel Light has grown in popularity and now accounts for 30% of sales. The variants are distinguished through the use of different coloured wax jackets, which also serve to reinforce the playful brand character.
RECENT DEVELOPMENTS
Mini Babybel is part of the Bel Group, which also markets Leerdammer, Boursin, The Laughing Cow and Port Salut cheese brands. Not only committed to delivering high quality cheeses, Bel Group takes its social responsibilities seriously. As an Official Partner for Red Nose Day Mini Babybel raises more than £300,000 for the charity by donating a proportion of its sales. In 2007 the Mini Babybel Emmental variety was launched and this option has proved popular with consumers and is already worth £1m in value sales in the UK.
PROMOTION
The brand’s most recent television adverts have set out to remind consumers that beneath Mini Babybel’s playful exterior lies a real cheese, despite its small size. These brand attributes are being reinforced to appeal to consumers looking for reassurance of the wholesomeness of their family food choices. Over the years, Mini Babybel has established itself as an advertiser that plays on the brand’s element of fun.
BRAND VALUES
Mini Babybel is positioned as a healthy and playful cheese for snacking food occasions. The round red wax keeps the cheese fresh, makes it portable and aims to add a touch of fun to the eating experience. The brand’s character, reflected in its advertising, is to be playful and cheeky.
TIMELINE
1977 Mini Babybel is launched in France
1981 Mini Babybel reaches the UK market
1990 Mini Babybel Light hits UK shops, tapping into
consumers’ desires for lower fat options
1992 The brand advertises on UK television for the first
time. The ad features a Mini car, a baby and a church bell
1995 The first ‘rolling cheese’ commercial appears.
It goes on to become the brand’s most recalled advertising signature
2000 Mini Babybel Cheddar launches
2005 Mini Babybel Cheddar Light and Goat varieties join
the portfolio of cheese snacks
2007 An Emmental variant is introduced
2009 Mini Babybel joins Comic Relief as a
National Partner
WORK - 33
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