Cheese snack brand Babybel is bringing back its Maxi variant for the Christmas season.
At 10x bigger than Mini Babybel, the product was last year’s No.1 Christmas NPD in the cheese category after the novelty factor captured the shopper’s imagination.
Maxi Babybel racked up more than one million TikTok views and 80k likes in the first 24 hours of launch. Engagement hit 10% – higher than TikTok’s average of 5%, helping to drive nearly £550k of sales in just one month.
Supporting this year’s launch is a creative social media campaign encouraging festive shoppers to ‘Go Big’ with a playful video showing security guards sneakily positioning Maxi Babybel onto supermarket shelves ahead of the launch.
Oliver Richmond, Marketing Manager at Bel UK, said: “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. 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. Almost a quarter say they look forward to seasonal and limited-edition products.
“If you look at the year-after-year success of seasonal, limited editions in other categories, it’s clear shoppers love the anticipation. Babybel already outsells its nearest cheese snacking rival by £73m, 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.”
The 200g Maxi Babybel will be available in stores from 18 November with an RRP of £3.50.
