Over 90 years after its first participation, the BEL Group's iconic The Laughing Cow® brand will once again be bringing plenty of its good-natured fun to the next three editions of the Tour de France and the Tour de France Femmes alongside Zwift. This three-year partnership will give The Laughing Cow® a prominent place in the Tour's publicity caravan during all the French stages with the primary goal of creating a chorus of laughter around the country!


The Tour de France and The Laughing Cow® champion the same fundamental and timeless values, namely positivity and proximity. For more than a century, these two entities have charmed generations of French people with their rich legacy and unique blend of passion, taste and entertainment. They are also popular, iconic brands that have successfully spread far beyond France’s borders and carved their status as global benchmarks. The Tour de France is broadcast in 190 countries, and 125 portions of The Laughing Cow®are eaten every second in 120 countries around the world. A reunion between these two major icons was an obvious choice.



The Laughing Cow®, a firm family favourite, will be touring the roads of France this summer and reaching out to every generation. The brand’s “Laughing France” parade will help bring fun and good humour along the way with a number of collaborative activities, tasting sessions and especially a wave of laughter and smiles for all generations of spectators and television viewers of the world’s greatest cycling race.



To celebrate its return to the Tour, The Laughing Cow® is clearly intent on spending all summer living up to its treasured status among the French people. A preview of the partnership’s content will be unveiled at the fourth edition of the Laughing Cow® Sportive, which is scheduled to take place in Lons-le-Saunier in France’s Jura region, the brand’s birthplace, on 25 and 26 May.


Anne-Sophie Carrier, Managing Director of Bel France,  explained: “We’re extremely proud of our partnership with the Tour de France. It symbolises our commitment of bringing fun and getting people to spend quality time together with the iconic The Laughing Cow®. Our accessible and popular legacy brand will have a role to play in sending ripples of laughter across France and involving all French people in an experience that’s high on fun, flavour and sport.”


Christian Prudhomme, General Director of the Tour de France: “Just like the Tour de France, everyone knows The Laughing Cow®. We’re delighted to see the brand back on the Tour, because it holds a special place in the hearts of the French people and it perfectly embodies the Tour’s values. With The Laughing Cow® on board, July promises to be a month of laughter and popular celebration.” »


About Bel

Bel is a major player in the food industry with its range of dairy, fruit and vegetable products for healthy snacking, and a world leader in the branded cheese sector. Its portfolio of differentiated international products, such as The Laughing Cow®, Kiri®, Babybel®, Boursin®, Nurishh®, Pom’Potes® and GoGo squeeZ®, as well as some 30 other local brands, enabled the Group to achieve revenue of €3.6 billion in 2022.

11,800 employees in close to 60 subsidiaries around the world contribute to the Group’s mission of providing healthier and more responsible food for all. Its products are produced at 29 production sites and distributed in over 120 countries.