The limited run pulls its name from the Hellfire Club, the underground Dungeons & Dragons group that became a Season 4 fan favorite. Babybel leaned all the way into the theme, swapping its signature red wax for a black-and-red “Hellfire” wrap that feels more like show merch than show snacks. The packaging alone is primed for “TikTok unwrapping” videos, and the brand clearly knows it. This drop isn’t just meant to be eaten; it’s meant to be posted.
Snacking and streaming are so intertwined they basically become their own kind of ritual, and Babybel just found a way to make it a cultural event. To coincide with the launch of ‘Stranger Things’ Season 5, the brand has released Hellfire-branded plant-based cheese alternative, a vegan take on its signature snacking wax round, Unlike the classic red-wax dairy version most people grew up with, this release comes from Babybel’s plant-based line, the same one introduced with green wax packaging to appeal to vegan and flexitarian snackers. The launch is limited though: the spicy vegan snack will only be available for about as long as the show is on the air. When the season ends, so does the special cheese. In other words, this is less of a product launch and more of a countdown.
The flavor leans into the growing trend of spicy vegan snacks, a category that’s seeing rapid expansion alongside products like Screamin’ Hot Veggie Straws, ghost pepper hummus, and plant-based “hot wing” cauliflower bites. Babybel isn’t going full dare-challenge heat here. It’s aiming for a recognizable spicy kick, something you snack on mid-episode without needing a palate reset. The goal: add a little Hellfire Club energy to your watch party, not trigger a panic search for oat milk.
Packaging is where this drop really flexes. In place of the familiar red wax, the Hellfire round comes in black-and-red wrap with Stranger Things iconography, making it look more like something you’d pick up at a merch booth than the dairy cooler. It’s a strategic play: snack packaging has become as collectible as the snack itself, especially when it ties into streaming culture. If unboxing videos are the new product reviews, Babybel clearly wants a cameo on your Instagram story.
And if you’re more into nostalgia than heat, Babybel is doubling down on the crossover by releasing its original dairy version in “Stranger Things” themed packaging at major retailers like Walmart, Target, and Kroger. Those come in 12-count and 18-count nets, starting around $8.39 and $15.19, giving fans a choice between the spicy vegan drop and a more classic snack dressed up
Babybel takes fans on a trip to the Upside Down with limited-edition “Stranger Things” packaging, featuring Hawkins-inspired designs that take snack time to the next level.
“Stranger Things” fans and vegan cheese-alternative lovers can grab a net of fiery hot, Hellfire now through January 2026. The initial launch is exclusively at Kroger but will be expanding to additional retailers like Albertsons and Brookshire in November. This limited-edition snack starts at $4.49 for a 6-count pack, with 12 and 18-count nets also available.
As the final season of “Stranger Things” rolls out episode by episode, Babybel’s Hellfire plant-based release functions as a countdown timer of its own. Once the show reaches its finale, the collab will disappear at the end of January, and the wax returns to its usual, less dramatic color palette. Until then, consider this your heads-up: snack now, stream now, before it disappears back into the Upside Down.
This story was originally reported by Men’s Journal on Oct 18, 2025, where it first appeared in the Food section. Add Men’s Journal as a Preferred Source by clicking here.
