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The Laughing Cow Reformulates Recipe, Updates Packaging

The Laughing Cow

The Laughing Cow cheese brand recently rolled out a new recipe reformulation adding more calcium, creaminess and flavor into each wedge, which also contains 2g of protein and is made with real cheese. Changes also include new packaging that highlights its logo, The Laughing Cow. 

The company is on a mission to inspire people to choose to laugh at life, which will be used in a new ad campaign throughout the year.

In the U.S., the new and improved product began to hit shelves in January, with full distribution at retailers nationwide by March.

As part of its reinvigorated purpose of inspiring people to choose to laugh at life, the brand polled American consumers to learn more about their laughing habits through a survey by CSA Research in October 2019. The survey found that 59 percent of Americans would like to laugh more frequently.

“We want to inspire people to choose to laugh at life. That’s our vision and what drives us forward every day,” said The Laughing Cow USA Brand Director Johnni Rodgers. “As a nearly 100-year-old brand and mascot with decades of laughter behind us, The Laughing Cow wants to inspire people to choose to laugh at life alongside her.”

The brand’s 360-advertising campaign, “Because It’s Better to Laugh,” will debut this month on the Nasdaq and Thomson Reuters billboards in Times Square and showcase how laughter does us good our whole life long, what we eat should do the same. Featuring a new look for the iconic The Laughing Cow logo, the campaign will be amplified across out of home, digital, social media and public relations channels. In conjunction, product sampling also will take place at various athletic and entertainment events across the US.

The wedges come in eight-count packs in the dairy and deli aisles for a suggested retail price (SRP) of $3.29- $4.79, available in the following varieties: Creamy Original, Creamy Original Light, Creamy Garlic & Herb, Creamy Spicy Pepper Jack, Creamy Aged White Cheddar and Creamy Asiago. A new flavor, Creamy Aged Cheddar Bacon, is coming in May.

The Laughing Cow is part of the Bel Brands USA family, headquartered in Chicago, Illinois. In addition to The Laughing Cow, other USA favorites include Boursin, Babybel and popular cheese spreads marketing under Kaukauna, Merkts and Price*s labels.

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