Bel Group, well-known for their cheese products, is expanding its offerings in Australia’s string cheese segment through the introduction of its Babybel Mini Rolls. These spiral-shaped snacks represent the company’s latest foray into the Australian market.
Bel Group established their Australian subsidiary, Bel Brands Australia, in November of the previous year. The move was made to directly handle distribution and to strengthen relationships with retailers. Since its inception, Bel Brands Australia has assumed command of nationwide distribution for the brand’s cheese products.
Babybel Mini Rolls are set to make an impression on Australia’s lucrative string cheese market, which is estimated to be worth between $150 million to $200 million each year.
The Mini Rolls will be available in packs of six, conveniently pre-portioned for ease of consumption. A special feature of these packs is the inclusion of Disney Pixar characters, making them particularly appealing to young consumers.
Rucha Sarma, Senior Brand Manager at Bel Brands Australia, commended the spiral design of the new product, citing its interactive appeal. “Mini Rolls carry the same quality and taste of the original Babybel that consumers love; however, they are presented in a playful shape that can be enjoyed by both children and adults,” Sarma explained.
She further elaborated that like all Babybel products, the Mini Rolls are made from pasteurised milk and are a rich source of calcium. Importantly, they are also free from artificial preservatives, colours, and flavours. Their portable size makes them an ideal addition to children’s lunchboxes or for snacking during travels.
The Babybel Mini Rolls are set to hit the shelves of Coles supermarkets beginning mid-September. Distribution to independent stores across the country is planned to commence from the following month.
What is the estimated value of Australia’s string cheese market?
The Australian string cheese market is estimated to be worth between $150 million and $200 million each year.
What are the key features of Babybel Mini Rolls?
Babybel Mini Rolls have the same quality and taste of the original Babybel cheese but are presented in a fun spiral shape. They are made from pasteurised milk and are free from artificial preservatives, colours, and flavours.
When and where will Babybel Mini Rolls become available?
The Babybel Mini Rolls will become available at Coles supermarkets from mid-September, with distribution to independent stores set to commence from the following month.
