Maxi Babybel, the limited-edition, supersized version of the UK’s biggest selling snacking cheese Mini Babybel is making a festive comeback!
At 10x bigger than Mini Babybel, Maxi Babybel was last year’s No.1 Christmas NPD in the cheese category, proving that a well-executed novelty can truly capture shopper imagination. Racking up more than one million TikTok views and 80K likes in the first 24-hours of launch. Engagement hit 10% – higher than TikTok’s average of 5%, helping to drive nearly £550K of sales in just one month.
With its iconic red wax jacket and brand-new festive snowflake outer wrap, it makes a fun cheeseboard centrepiece. Plus, of course, it’s still made from the same four simple ingredients and naturally rich in calcium and protein, with no added colours, flavours or preservatives.
Supporting the launch is a creative social media campaign encouraging festive shoppers to “Go Big” with excitement fuelled by a playful video showing security guards sneakily positioning Maxi Babybel onto supermarket shelves ahead of the launch.
Oliver Richmond, Marketing Manager at Bel UK says: “We know that three quarters of Brits believe ‘going big’ at Christmas is not about spending big, but rather spending time with friends and family, that’s why we’ve made Maxi Babybel 10x bigger – perfect for sharing. Around half of Brits said their favourite way to “go big” at Christmas is with food and drinks, and nearly a quarter say the classic cheeseboard is their festive favourite. Almost a quarter say they look forward to seasonal and limited-edition products.
“If you look at the year-after-year success of seasonal, limited editions in other categories, it’s clear shoppers love the anticipation. Babybel already outsells it’s nearest cheese snacking rival by £73m, so we’re anticipating Maxi Babybel to drive incremental sales as shoppers get into the festive spirit. Last year proved there was a lot of demand for fun limited editions and we’re expecting this year to exceed expectations.”
200g Maxi Babybel is available from November 18 with an RRP of £3.50.
