Babybel and Comic Relief are set to continue their 23-year partnership this year.

As with last year’s tie-up, the partnership will see the supplier donate 5p to Comic Relief for every limited-edition promotional pack sold.

It hopes to continue contributing to donations to the charity as well as drive Babybel sales. A 2021 study found the brand’s Comic Relief campaigns drove a 37% sales uplift.

New Bonds Candy Cup range includes charity sales proceeds

The promotional packs are available to retailers now, while stocks last.

Bel will support the partnership with marketing across TV, on-demand, social media, influencer and celebrity collaborations.

Read more product news