Babybel has made the leap from the fridge and into the wardrobe, thanks to a new apparel licensing partnership with the online retailer, Boohoo.com.

The t-shirt range has been developed by the brand’s apparel licensee, Bioworld, and has been made exclusively for the online fashion retailer. It features the iconic red Babybel logo emblazoned on the black t-shirt, licensed by Bel Licensing in a deal brokered by Pink Key Licensing.

Babybel is joined in a unique portfolio of food brands to make moves on the wider licensing space, including the likes of The Laughing Cow.

Richard Pink of Pink Key Licensing, said: “We are delighted to see our first piece of apparel in the market, we love Bioworld’s really strong design and we are looking forward to seeing more for Babybel and Laughing Cow in the market soon.”

The Babybel licensed t-shirt is currently retailing at £12 on Boohoo.com.