Babybel Has Been Luring Gen Z Into Its Red Wax Empire With Spirally Cheese

Roll up stringy cheese into a spiral and sell it

Remember Fruit Winders? Beloved soft cheese merchants Babybel have quietly been taking a winning early 2000s formula and turning it to cheese with ‘Spirolls,’ which have recently captivated the company’s U.S. audience despite being launched in the U.K. since January 2019. The long, spiralling string of cheese is similar, to, well, a cheese string, but lacks the pleasing ability to shred that turned so many children into wannabe hair models at lunchtimes on the playground. It’s received mixed reviews from supermarket customers, with the fun factor dovetailing with an alleged lack of flavour. The rationale behind all this? “A mission to save the whole family from the boring and bland at snack time,” deviating from the classic Babybel by removing the need to divvy up a small block of cheese, and thus, apparently, captivating Gen Z customers. The critical question remains: are deep-fried Babybel spirals just the stuff of dreams? [Fast Company]

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