Bel UK is stepping up investment in functional snacking with three new launches across Babybel and GoGo squeeZ, as the business continues to evolve its portfolio in response to changing consumer needs.
Hitting shelves this month are Babybel Happy Gut, the UK’s first cheese snack to contain the addition of 1 billion live cultures, alongside GoGo squeeZ Energy and Recharge, marking the fruit snack brand’s first move into adult functional snacking.
The launches support Bel’s wider Snack Healthy, Live Fully ambition, with more innovation set to hit UK shelves later this month.
Babybel is expanding its functional snacking range of products with added benefits like protein & calcium with the launch of Babybel Happy Gut.The latest innovation from the UK’s No.1 snacking cheese brand combines the iconic Babybel taste and source of calcium, with 1 billion live cultures of Lactobacillus rhamnosus per cheese.
Babybel Happy Gut is set to build on the success of Babybel Protein, which has already demonstrated the incremental growth opportunity from functional snacking, with 29% of sales incremental to the Babybel brand since launch. The latest innovation comes as Babybel continues to perform strongly, growing 6.2% in value and 2.7% in volume.
Together, Babybel Light, Protein and Happy Gut reflect Babybel’s ambition to make small, feel-good choices easier to fit into everyday life, whether consumers are looking for lighter options, protein or live cultures.Babybel Happy Gut is available nationwide in Tesco, Sainsbury’s, Asda and Morrissons RRP £2.45.
Meanwhile, GoGo squeeZ® is making its first move into adult snacking with the launch of GoGo squeeZ Energy and Recharge, a new range of functional fruit pouches combining real fruit with added vitamins and electrolytes.
This latest innovation is designed to recruit a new adult audience and unlock new snacking occasions, perfect for targeting the 78% of Millennials and Gen Z actively seeking functional health benefits from their food.The launch comes as GoGo squeeZ continues to build strong momentum, with sales up 63% in value and 59% in volume year on year.
Available in multipacks of four 90g pouches in Tesco and Sainsbury’s at an RRP of £2.75, the ambient range comprises two variants developed around distinct adult snacking needs: GoGo squeeZ Energy Apple, Mango & Orange combines juicy apple, mango and orange with Vitamins B2 and B6*, helping to support energy-yielding metabolism and contribute to the reduction of tiredness and fatigue – making it a convenient option for busy, active days.
GoGo squeeZ Recharge Apple, Pineapple & Passionfruit combines apple, pineapple and passionfruit with Vitamins B3 and B5, Calcium and Magnesium.
Magnesium contributes to electrolyte balance, making Recharge a convenient functional snack for active lifestyles and after exercise.
David Brandman, Managing Director, Bel UK, said: "Consumers increasingly want convenient snacks that fit around busy lives while delivering more.
"These launches show how we're responding to that shift by evolving our biggest brands to meet new needs and occasions."Babybel Protein has already demonstrated the opportunity functional snacking can unlock for the brand, and Happy Gut takes us into another new space.
"At the same time, Energy and Recharge open GoGo squeeZ up to an entirely new audience."It's all part of our continued investment in innovation that makes healthier snacking easier to fit into everyday life and delivers against our ambition to Snack Healthy, Live Fully."