It's a very small revolution. The famous Laughing Cow, which delights consumers all over the world, will celebrate its 100th anniversary in 2021 with a completely new face. Its packaging has indeed been modified, with in particular the disappearance of the famous triangle recalling the shape of a portion of cheese in which the Laughing Cow was drawn. This new packaging is already available in certain stores, and should serve the brand's ambitions internationally.
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As Les Echos reminds us, the famous Jura cow remains red, as since its creation by the illustrator Benjamin Rabier in 1921. But in addition to the disappearance of the triangle on the packaging, the cow has also been redesigned, with a more refined design . It's also over with the green meadows on its back, replaced by a daisy on one side.
World renown
With this new design, the Laughing Cow intends to continue its expansion around the world, while it is currently present in 130 countries according to the CEO of Bel Antoine Fievet in an interview given at the end of 2019 to the Parisian. " Bel is today the world champion in portioned products, " he explained then.
The brand has developed its new packaging by adapting to the particularities of each country. Thus in France on the new packaging, it is written " made in our cheese factories in the Jura ", while in the United States, we insist on a manufacturing " made with real cheese ", and in Morocco on the presence of zinc, calcium and vitamins as Les Echos reminds us .
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Regarding the materials used for its packaging, "today 81% of our packaging is recycled," says Antoine Fievet to the Parisian . The aim is that they will be 100% recyclable and biodegradable by 2025 ”.
