History
Bel’s historic brand, The Laughing Cow® was born in Léon Bel’s French cheese plant in 1921, marking a revolution for consumers. Here was the first processed cheese available in individual wedges that could be preserved and easily carried thanks to its unique aluminum wrapped packaging. Another unique characteristic was its hilarious cow logo designed by illustrator Benjamin Rabier. Success came swiftly and in 1929, building on its smooth taste and cutting-edge advertising, the cheese in the round box was rolled out in international markets.