The Laughing Cow®, over 100 years of shared laughter
BECAUSE IT’S BETTER TO LAUGH
THE RECIPE FOR SUCCESS
UNIQUE TASTE
AN IDEAL PORTION
NUTRITION TAILORED TO THE WHOLE FAMILY
THE COMPLETE FAMILY
THE LAUGHING COW® SAGA
The journey began in 1865 when Jules Bel founded his cheese company in Orgelet, in the Jura region. After three prosperous decades, his sons Henri and Léon took up the mantle and moved the business to Lons-le-Saunier, breathing new life into the family venture.
The revolution struck in 1921! Returning from the war, Léon Bel seized upon a Swiss innovation—processed cheese—and launched The Laughing Cow®. In 1924, the brand adorned itself with its legendary emblem, the "red cow" drawn by Benjamin Rabier. At Mrs Bel's insistence, the icon was given earrings shaped like cheese boxes—a delightful touch that became a signature feature.
The 1930s saw the brand take the public by storm. Léon Bel launched a bold marketing strategy: posters, enamel plaques, and displays flooded the stores. Children eagerly collected blotters, notebook covers, and album images, creating an enduring emotional connection with the brand.
In the 1950s, The Laughing Cow® attained iconic status. Advertising spots first lit up the dark movie theaters and, by 1968, television screens. The famous red cow firmly established itself as the joyful ambassador of a quality product and a universal symbol of conviviality.
A century of smiles! The Laughing Cow® celebrated its 100th anniversary with all those who contributed to its success, seizing the opportunity to highlight the beneficial power of laughter in our lives.
Today, the brand shines in 136 countries across 5 continents, offering 110 recipes tailored to local tastes and needs. Always attentive to nutritional demands, The Laughing Cow® provides versions enriched with vitamins and calcium in certain markets or reduced in salt and fat in others, proving its constant capacity for innovation.
THE LAUGHING COW® IN ACTION
RECIPES THAT MEET LOCAL NUTRITIONAL NEEDS
RECIPES FOR GOOD is more than just a program; it's a guiding mission: to improve nutrition worldwide, one portion and one smile at a time. Enriched with essential nutrients, our recipes are specifically crafted to meet the unique nutritional needs of different populations around the globe. In 2024, this commitment has allowed us to make an impact in 18 countries, improving the nutrition of over 60 million children!
SUSTAINABLE PORTIONS
Individual portions are the very DNA of The Laughing Cow®! This unique format reflects our commitment to healthy, responsible, and accessible eating for everyone. It offers the right nutritional dose while limiting food waste.
QUALITY NUTRITION ACCESSIBLE TO ALL
Because everyone deserves to eat well and satisfy their hunger, we've launched The Laughing Cow® For Good, an initiative dedicated to making quality nutrition accessible to all and actively supporting local communities.
STOP WASTE: THE LAUGHING COW® SAVES YOUR LEFTOVERS!
Wilting broccoli? Forgotten zucchini? Overripe avocado? No worries, we have delicious and waste-busting ideas to save them! To take it a step further, we've teamed up with Too Good To Go to encourage consumers to look, smell, and taste before tossing. Together, let's save your plates and the planet!
PLANT-BASED ALTERNATIVES
To meet the needs of a growing global population while preserving the planet's resources, we've created a 100% plant-based version that combines our unique taste and legendary creaminess. Now available in the United States, Canada, and the United Kingdom!
GOT QUESTIONS?
Is The Laughing Cow® packaging eco-friendly?
Our packaging is designed and manufactured to minimize environmental impact while ensuring good product protection. Specifically, the round box is made from recycled cardboard and is fully recyclable. The aluminum foil is also recyclable, but it requires specific equipment at the sorting center to extract these small pieces of aluminum from the waste stream! Discover innovation for tomorrow's packaging.
