We have created cheese in a format of little sweets and snacks, so that Mini Babybel can invite itself during the day. A line of exclusive and limited edition products made by dressing up the Mini Babybel into lollipops, ice cream and bretzels.

We have designed new snack formats with exactly the same recipe as Babybel, same cheese, same red iconic wax surrounding the cheese and same opening ritual.

In the middle of a park at the time of an afternoon snack, an unusual street vendor arrives and greets people walking, surprise when they discover that the sweets we offered them are actually their favorite little cheese. They would have never thought about it as snacks! People are amused to open a so-called ice lolly by pulling on the usual tab of the cheese that they know and love.

Surprised, amused, people have rediscovered the taste and pleasure of eating a Babybel in the middle of the afternoon.

People have perfectly understood the brand’s message, behind this recreational format, which is a message of health and nutrition.

Online, we have reached a larger target to launch Mini Babybel as a snack.

We have thrown away “clichés” around the little cheese, and changed the snacking habits.

Now, Mini Babybel can dig into the snack department.