Mini Babybel is preparing to launch its limited-edition Comic Relief donation packs into convenience stores, with a February 13 date set.

For each pack of Mini Babybel sold, Bel UK will donate 10p to Comic Relief. Over the past 10 years, Bel UK has donated almost £1m to the cause. 

The packs will be available in both the Original and Light variants with each net bag containing six individual natural cheeses and will be supplied in cases of 12 along with POS. 

This year, each cheese round will be wrapped with a limited-edition wrapper that includes a joke while the outer case will contain a mini joke to provide retailers with mini laughs, in support of the brands wider communications platform ‘Raise More Than a Smile’. 

The Red Nose Day activity is being supported by a fully integrated digital, PR and shopper campaign which will target 500 stores nationwide, focusing heavily on the convenience channel. 

Red Nose Day is on Friday 24th March 2017.