Babybel

Babybel
Babybel

Babybel is a brand of cheese sold internationally, which is very similar to Edam cheese and is prepared in a similar way. The Bel Group introduced Babybel in 1952 and in 1977 Mini Babybel was launched in France. In 1979, Mini Babybel was launched in the U.S. under the Laughing Cow umbrella brand. As of 2011, Mini Babybel is sold in North America, South America, Europe, Africa, Australia, and Asia.

The brand is marketed as a natural, convenient snack. Flavors distributed in the United States are created in Leitchfield, Kentucky and Brookings, South Dakota.

Product

Mini Babybel is known for its packaging, consisting of a netted bag in which each piece of cheese is encased in wax, with an outer cellophane wrapper. Numerous flavors of Mini Babybel are offered across the world.

Flavours

Advertising

Outside the U.S., an advertising jingle associated with the product plays on the lyrics of the song "Barbara Ann" by The Regents. Use of said jingle started in France in the late 1970s and then emerged to other parts of Europe by the early 1990s. They tout the product as an "always on the go and ready for anything" snack cheese.

As of 2012, a recording of the song "Get in Line" by I'm from Barcelona has been used in their European adverts, where the band re-recorded the song with a children's choir.

In 2012, there was controversy over its promotional use of the French slogan "Des vacances de malade mental" ("having a mental holiday", or literally "holidaying like a mentally ill person") which was deemed offensive to people with learning difficulties or mental illnesses.[1][2]

References

  1. ↑ Chrisafis, Angelique (8 August 2012). "Babybel maker apologises for 'clumsy' gaffe". The Guardian (UK). Retrieved 28 November 2013.
  2. ↑ "Campaigners call for Babybel boycott after mental illness 'insult'". The Independent (UK). 9 August 2012. Retrieved 28 November 2013.
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