Babybel goes functional with vitamins and probiotics

By Jim Cornall contact

- Last updated on GMT

Available in six-count packages, Babybel Plus+ Probiotic and Babybel Plus+ Vitamins launch at US retailers next month. Pic: Babybel
Available in six-count packages, Babybel Plus+ Probiotic and Babybel Plus+ Vitamins launch at US retailers next month. Pic: Babybel

Related tags: Cheese, Groupe bel, Probiotics, Vitamins, Functional food

To meet the rising consumer demand for functional products in 2021, Babybel is introducing a new range of functional dairy snacks in the US this month in two varieties, Babybel Plus+ Probiotic and Babybel Plus+ Vitamins.

Since the impact of the coronavirus took hold in the US, the company said family snack habits have shifted. From all-day snacking and indulgences in the early months of stay-at-home orders to a growing emphasis on health and wellness heading into 2021, brands are answering the changing needs.

Babybel, part of Bel Brands USA, which is a subsidiary of the Bel Group, said the sales growth of products with probiotic or prebiotic claims rose by 14% in the past year.      

Its new Babybel Plus+ Probiotic contains billions of live and active cultures of the LGG probiotics strain, which the company said has evidence to suggest immune health benefits when consumed as a part of balanced diet and healthy lifestyle.

Babybel Plus+ Vitamins provides a source of vitamins A and B12, which are known to support eye health and metabolism, respectively.

"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.

"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."

Like all Babybel products, Babybel Plus+ also contains no artificial preservatives, colors or flavors.

Available in six-count packages, Babybel Plus+ Probiotic and Babybel Plus+ Vitamins launch at retailers nationwide in February 2021 for a suggested retail price of $4.49.

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