EAT-BAG

Babybel

In France, Babybel is a practical end-of-meal snack. Good product, clear benefit – it stays good outside the fridge for up to eight hours. The client wanted to bring the product into culture.

In an episode of Vogue's "In the Bag" series, watched 1.5 million times, Olivia Rodrigo admitted that things get lost in there, Babybels included.

We seized this cultural moment and created a new It-bag: the Eat-Bag, the first haute-couture bag designed to hold exactly one thing, a single Babybel. No more cheese lost at the bottom of the bag, and a snack that's ready whenever you are. The idea lets Babybel step into pop culture without losing what makes it useful.

The Eat-Bag is currently in production, with its release planned for winter 2026 during Paris Fashion week.