Bel UK has expanded its functional snacking range with three new products, introducing a gut health-focused Babybel cheese snack and two vitamin-enriched fruit pouches as the company seeks to reach consumers looking for more from everyday snacks.
The launches comprise Babybel Happy Gut, GoGo Squeez Energy and GoGo Squteez Recharge. While Happy Gut adds live bacterial cultures to Babybel’s cheese offering, he two GoGo Squeez products represent the fruit snack brand’s first move into functional products aimed at adults.
Babybel Happy Gut contains one billion live cultures of Lactobacillus rhamnosus per portion and provides a source of calcium. The product is available nationwide at Tesco, Sainsbury’s, Asda and Morrisons, with a recommended retail price of £2.45, according to Brandspur Brand News.
The new variant follows the introduction of Babybel Protein, which Bel UK said had helped generate additional sales for the brand. The company reported that 29 per cent of purchases of the protein product contributed incremental growth. Happy Gut joins Babybel Light and Protein as the business broadens its range of snacks with different nutritional attributes.
GoGo Squeez is also moving beyond its traditional fruit snack market with Energy and Recharge, two products developed for younger adults seeking convenient options with added functional benefits.
The expansion reflects a market in which nutritional attributes are increasingly influencing snack choices. Bel UK cited research indicating that 78 per cent of Millennial and Generation Z consumers actively seek functional benefits in food products.
GoGo Squeez Energy combines apple, mango and orange with vitamins B2 and B6, which contribute to normal energy-yielding metabolism and help reduce tiredness and fatigue.
Recharge, meanwhile, blends apple, pineapple and passionfruit with vitamins B3 and B5, calcium and magnesium. The magnesium content contributes to electrolyte balance, giving the product a nutritional feature relevant to active consumers.
Both GoGo Squeez variants are sold in ambient multipacks containing four 90g pouches. They are available at Tesco and Sainsbury’s for £2.75.
The launches come as GoGo Squeez reports rising sales. Bel UK said the brand’s sales value increased by 63 per cent year on year, while sales volume grew by 59 per cent.
David Brandman, managing director of Bel UK, said the new products were designed to meet demand for convenient snacks that offer benefits beyond basic consumption. He said Babybel Happy Gut builds on the opportunity demonstrated by Babybel Protein, while Energy and Recharge introduce GoGo Squeez to a new adult audience.
The latest additions extend Bel UK’s efforts to develop established brands for different consumer needs and eating occasions, combining familiar snack formats with added nutritional features.
