• Product: Mini Babybel Protein
• Supplier: Bel
• RRP: £2.45 (x6)
• Available: 19 May (Morrisons)

Babybel has launched Mini Babybel Protein, launching to independent retailers through Morrisons on 19 May ahead of a wider expansion throughout June and July.

The launch comes off the back of increasing demand for protein-rich snacking options among shoppers. Mini Babybel Protein contains 5.2g of natural protein per portion. It also comes in fully home-recyclable paper wrap,

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Oliver Richmond, marketing manager snacks, spreads at Bel UK said: “Protein cheese is still a relatively untapped category and presents a big opportunity particularly when it comes to younger adults, particularly men.

“As the UK’s No.1 cheese snack, Babybel is in a unique position to meet that need. Mini Babybel Protein fills a clear gap in the market: a protein rich, on-the-go snack that can put the fun into functional.”

Currently, Babybel’s annual sales exceed £104.6m and it has a 25% share of the cheese snacking category, having grown by 8.6% in value and 5% in volume.

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