The Laughing Cow reformulates and rebrands cheese wedges

By Beth Newhart contact

- Last updated on GMT

The new wedges contain 30 calories, 2g of protein and 10% of the daily value of calcium.
The new wedges contain 30 calories, 2g of protein and 10% of the daily value of calcium.

Related tags: Cheese, reformulation, Snacks, Calcium, Protein

Bel Brands USA is boosting the calcium content in it Laughing Cow cheese, with new flavors, logos and branding to support the updated formula.

The Laughing Cow is known for its wedge-shaped cheese snacks, and has committed in 2020 to evolve them with more flavor, more nutrition, new packaging and a new brand purpose. The new recipe contains more calcium and protein per wedge.

The updated products started rolling out to US retail in January, with full distribution expected through March 2020. They come in eight-count packs in the dairy and deli aisles.

Included in the reformulation are flavors Original, Original Light, Garlic & Herb, Spicy Pepper Jack, Aged White Cheddar, Asiago, and the new Aged Cheddar Bacon, which officially debuts in May.

The Laughing Cow said it polled American consumers in October 2019 to learn more about their ‘laughing habits’ and how it relates to their brand, and found that 59% of Americans would like to laugh more frequently.

A new ad campaign accompanying the reformulation will launch on March 2 and encourage consumers to “choose to laugh at life.”

Johnni Rodgers, USA brand director at The Laughing Cow, said, “That’s our vision and what drives us forward every day. As a nearly 100-year-old Brand and Mascot with decades of laughter behind us, The Laughing Cow wants to inspire people to choose to laugh at life alongside her.”

Made with real cheese, the wedges contain 30 calories, 2g of protein and 10% of the daily value of calcium. Original Light also has 50% less fat per serving than the Original.

The previous recipe contained about 50 calories and 6% the daily value of calcium per wedge. 

The Laughing Cow has not confirmed that the reformulation extends to the rest of its portfolio, which includes four remaining varieties of wedges, four varieties of Cheese Dippers, and four varieties of Cheese Spreads.

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