Babybel unveils functional cheese snacks with probiotics and vitamins

07 Jan 2021 --- Babybel is introducing two new functional better-for-you cheese snacks to the US market. The new range of dairy snacks is available in two varieties, Babybel Plus+ Probiotic – featuring Chr. Hansen’s LGG strain – and Babybel Plus+ Vitamins.

Wrapped in the brand’s signature red wax, the dairy snacks were created to meet the rising consumer demand for functional products in 2021, according to the company.

“We are amplifying 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,” says 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,” she adds.

COVID-19 puts focus on health
Since the impact of the COVID-19 took hold in the US, family snack habits have shifted, according to Babybel. 

Babybel Plus+ Probiotic features Chr. Hansen’s LGG probiotic strain.

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 consumers’ changing needs, the company says. 

“Packing a powerful punch of bite-sized benefits with the same cheesy taste consumers know, Babybel Plus+ will introduce the first functional dairy snack within this category,” says Babybel.

Boosted by probiotics
Babybel Plus+ Probiotic contains billions of live and active cultures of the LGG probiotics strain. It also has evidence to suggest immune health benefits when consumed as a part of a balanced diet and healthy lifestyle.

“In Tune with Immune” has been pegged as one of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health will steer the development of functional ingredients in the coming years.

According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for F&B products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.

NutritionInsight previously reported on the immunity trend and how functional foods and supplements are battling it out on the immunity segment, to address consumers' concerns.

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

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

Available in six-count packages, find Babybel Plus+ Probiotic and Babybel Plus+ Vitamins at retailers across the US starting February 2021 for a suggested retail price of US$4.49.

Functional NPD is projected to grow in 2021 with its “nutrition hacking” potential. NutritionInsight previously reported on this trend and how it will impact the market.

Taste remains king however, with a focus on healthy indulgence. In this space, palm fruit extract supplier Phenolaeis is launching a functional dark chocolate that boasts heart and cognitive health benefits. 

Echoing this indulgent functionality trend, seasonal flavors like peppermint and gingerbread are appearing in nutritional offerings, providing ways for consumers to marry indulgence with health. NutritionInsight spoke with industry experts about the potential for limited-edition and seasonal nutraceuticals.

By Kristiana Lalou