Bel UK is tapping into this autumn’s fifth and final series of the Netflix global phenomenon Stranger Things, with Babybel Hellfire limited edition.
The plant-based snack is rolling out in Sainsbury’s and will launch in Morrisons later this month. It is available in a 6-net format with an RRP of £2.45.
Oliver Richmond, Bel UK Marketing Manager, Snacks, Spreads & Ireland at Bel UK, said: “Babybel Hellfire capitalises on a generational TV event, tapping into 80s nostalgia, the Stranger Things fandom and snacking trends. Excitement for the series finale is already building, so by launching Babybel Hellfire, we know we’re tapping into a key cultural moment in the year for Gen Z shoppers.
“And the launch ticks every box for our target audience. Babybel is the top-selling cheese-snacking brand, worth £105.5m. With the Hellfire Edition, we’re responding to the growing demand for snacks with bold, spicy flavours, a trend particularly strong among younger consumers. The fact it’s also plant-based makes it a snack that’s both exciting and accessible to a wide range of shoppers.”
The launch of Babybel Hellfire is being supported by a social, PR and media strategy, as well as an on-pack partnership.
