Bel Brands USA is introducing a new range of functional dairy snacks under its Babybel brand, featuring added probiotics and vitamins.
Babybel Plus+ will roll out in the US from February in two varieties, in an effort to meet the rising consumer demand for functional snack products in 2021.
Wrapped in the brand’s signature red wax, Babybel Plus+ Probiotic contains billions of live and active cultures of the LGG probiotics strain. Meanwhile, Babybel Plus+ Vitamins offers a source of Vitamins A and B12, which Bel Brands says are known to support eye health and metabolism, respectively.
The new line marks the brand’s first entry into the functional snacks category, joining its portfolio that includes a mini format, cheese and crackers and mini rolls.
Bel Brands says the new products feature the same original Babybel cheese taste, but enriched with added benefits. Like all Babybel products, the new line also contains no artificial preservatives, colours or flavours.
“We’re excited to plus up the goodness of Babybel with an extension that offers families an easy way to get the added nutrients they are looking for in the same playful format they love,” said Melanie Nemoy, Babybel USA brand director.
She added: “Both variants also provide a good source of calcium and protein, contributing further to the small ways consumers can support their overall wellness this year.”
Babybel Plus+ comes in packs of six cheeses and will roll at US retailers for an RRP of $4.49.