The cheese is a blend of cream, milk and fresh and aged cheeses, particularly comté, which are pasteurized to stop the ripening process. Versatile and portable because of its pasteurization process, Laughing Cow can remain unrefrigerated for a limited length of time. The archetypal Laughing Cow cheese comes wrapped in the individual serving-sized foiled wedges, and they are packaged in a round, flat box. Consumers have to pull a little red thread around the box to open it, and the foil packaging also features a red tab for opening. The company was founded in 1921. The Laughing Cow is available in these formats in different worldwide markets:
Triangles, squares or rectangles in various flavours, especially in America
Spreadable tubs
The Laughing Cow Dip & Crunch, previously named Cheez Dippers, which are snacks consisting of bread sticks and cheese spread, and these come in four varieties; original, light, hazelnut and pizza
Slicing blocks of The Laughing Cow with a harder consistency like that of butter
Ma P'tite Vache Qui Rit, pods of cheese spread to be eaten out of the pod with a spoon, especially for younger children
Toastinette processed cheese slices, similar to Kraft Singles
Bite-sized cubes, in various flavours and designed to be served as aperitifs at cocktail parties - which are called Cheez & Fun in many European countries, and also Snack Bites in the United Kingdom, Apéricube in France, Belgium and the Netherlands, PartyCubes in Canada, Mini Cubes in Australia and New Zealand, and Belcube in Japan and South Korea. They are produced in 24- or 48-cube boxes of one flavour, e.g. blue, ham, salmon, chili pepper and olive, or they are produced in 24- or 48-cube boxes of a particular theme, e.g., 'Cocktails du Monde', 'Petites Recettes', 'Tex-Mex' and 'Indian'.
Discontinued formats of The Laughing Cow include:
Giggles/Blop processed cheese pods for younger children
The Laughing Cow USA introduced a TV commercial in 2009 where the company introduced a new slogan, Have you laughed today? In 2010 they updated the brand's website to include cheese recipes. Laughing Cow cheese is available in its original flavour, a light version with 7% fat, and an ultra-light version with 3% fat. In addition, flavoured versions of the cheese are also available in various markets worldwide.
Evolution of the brand
The Laughing Cow is red and white and jovial, and is almost always depicted wearing ear tags that look like the round boxes the cheese comes in. On April 16, 1921, Léon Bel trademarked his brand, called La Vache qui rit, in France. In the trademark, the cow is said to have 'a hilarious expression'. Bel had made the original drawing himself, after seeing a travelling meat wagon during World War I called "La Wachkyrie", a play on the word for Valkyrie. In the beginning she was not laughing, she was not red and she did not wear ear tags. This patent was the very first branded cheese product registered in France. In 1924, illustrator Benjamin Rabier edited the drawing into something more like the image that prevails today. The blue and white stripes around the box date from 1955. Since 1976 both ear-tag boxes have been shown with the top-side visible. Before that year consumers were shown a top and bottom side. The current logo uses the Droste effect, with the laughing cow appearing inside the ear tags.
Worldwide popularity
It has long been popular in the United Kingdom and Canada as a children's snack. The cheese has also been a constant, but hardly popular, product in the United States for a number of years. However, demand for the triangular wedges has increased significantly recently, since the light version of the product was suggested as a viable menu item to followers of the South Beach Diet. The question asked by the French, "Pourquoi La Vache Qui Rit rit?" has become synonymous with the product. Groupe Bel announced on October 2, 2005, that they plan to open a 13 million Euro factory in Syria. This was the first such direct investment in that nation by a French food company. The product is localized by name nearly everywhere it is sold:
The product name and indicia were adopted by the crew of World War IIGerman submarineU-69, whose sinking of the was significant to US entry into World War II.
"La Vache qui Rit" is the name of an EP by late 1980s Washington, D.C., punk band Rain with connection to Dischord Records.
"La Vache Qui Rit" is the name of a finishing move in the 1994 video game Primal Rage. The character Vertigo will move up to an opponent and transform them into a cow, which makes a disconcerted "moo" as it runs away.
Former Egyptian PresidentHosni Mubarak is often jokingly referred to as 'La Vache qui Rit' because of his supposed resemblance to the cheese's logo.
La vache qui lit is the children's book prize of the city ofZürich, and a children's book program in the Auvergne region of France.
