Bel UK is set to tap into this autumn’s television obsession – the fifth and final series of the Netflix global phenomenon Stranger Things, with Babybel® Hellfire limited edition.
Bringing the heat with a plant-based snack so bold it tastes like it’s rolled straight out of another dimension; Babybel Hellfire is available now in Sainsbury’s and will be launching in Morrisons later this month, available in a 6-net format, to coincide with hype for the show’s final adventure.
Designed to tempt the flavour-curious tastebuds of the Stranger Things’ fandom, the plant-based Babybel 61% of UK consumers interested in trying snacks with new flavours, and Babybel Hellfire’s target audience in particular – Gen Z consumers, who naturally have a taste for adventure and extreme flavour experiences.
Oliver Richmond, Bel UK Marketing Manager, Snacks, Spreads & Ireland at Bel UK says: “Babybel Hellfire capitalises on a generational TV event, tapping into 80s nostalgia, the Stranger Things fandom and snacking trends. Excitement for the series finale is already building, so by launching Babybel Hellfire, we know we’re tapping into a key cultural moment in the year for Gen Z shoppers.
“And the launch ticks every box for our target audience. Babybel is the top-selling cheese-snacking brand, worth £105.5m. With the Hellfire Edition, we’re responding to the growing demand for snacks with bold, spicy flavours, a trend particularly strong among younger consumers. The fact it’s also plant-based makes it a snack that’s both exciting and accessible to a wide range of shoppers,” he adds.
The Babybel Hellfire will build suspense and excitement with a fandom-first social, media and PR strategy and bold on pack partnership, set to spark curiosity and conversations that guarantees reach and partnership fame.
Stranger Things 5 will release on Netflix across three premiere dates with Volume 1 on November 27 (four episodes), Volume 2 on December 26 (three episodes) and The Finale on 1st January. Each volume releases at 1AM GMT.
Babybel Hellfire is available in Sainsbury’s and Morrisons from September. RRP £2.45 for a 120g 6-net.
