It all started back in 1865 in France when 23-year-old entrepreneur Jules Bel decided to move to the city of Orgelet, where he founded a modest cheese-making plant. In 30 years, his cheese factory started flourishing and he decided to pass it on to his sons, Henri and Leon, who moved it to the administrative center of Lons-le-Saunier. In 1908, Leon Bel began running the family cheese business.
The famous logo appeared six years later, during the First World War. To enhance the morale of the army, the company announced a competition for the best logo. Leon’s friend illustrator Benjamin Rabier painted a smiling red cow to inspire future victories and his artwork was considered the best. After the war, Leon Bel decided to create a new kind of cheese – processed.
The first brand name of this cheese sounded noble: “Fromage, Monsieur, fromage moderne” (Cheese, sir, modern cheese). However, it did not quite fit such a product, so Leon Bel remembered Benjamin Rabier’s drawing named “La Vache qui Rit” (The Laughing Cow). Both the picture and the name were a perfect match for the delicious and wholesome cream cheese, and on April 16, 1921, the trademark and the logo were officially registered. According to the French National Institute of Industrial Property, La Vache qui Rit is the world’s first registered processed cheese brand in the world!
The Laughing Cow in the world
The Laughing Cow is an international trademark sold in over 136 countries: from North Africa to the United States, from the United Kingdom to Japan, from Africa to Australia. In each country, The Laughing Cow has a localized name: La Vache qui Rit in France, Vesela Krava in the Czech Republic, Krowka Smieszka in Poland, La vaca que ri in Spain, A vaca que ri in Portugal, Con bo cuoi in Vietnam, and Vesela Korivka in Ukraine!
The Laughing Cow in Ukraine
In 2008, The Laughing Cow came to Ukraine and brought its famous processed cheese. Since then, the Shostka dairy plant started producing it under the trademark Vesela Korivka. In 2010, it offered Ukrainians new tasty and healthy kinds of processed cheese: “Creamy” and “Friendship,” made of high-quality hard cheese, butter, and milk. In October 2019, The Laughing Cow relaunched them after adding extra-class milk to the formula. This renovation of the best-sellers goes along with the changes in the packaging design of the whole product line. The updated design of The Laughing Cow features a new perspective and lighting style, as well as 4 stars to symbolize a high level of quality. It also has no frame. The new label has a light eco-inspired background and features natural elements such as flowers and herbs to emphasize that the ingredients used to produce the cheese are natural. For the first time, the new design focuses on the origin of The Laughing Cow, indicating that the brand was founded in France in 1921 (on the side of the 90g package). We are proud that its 100-year history and French origins have become part of our country, and our production standards are as high as in the EU.
PROCESSED BLOCK CHEESE 90G
THE LAUGHING COW CHEESE SPREAD WHEEL 120G
Always a bestseller, your favorite classic flavor. The cheese wheel is divided into 8 triangles, making it easy to take to work, school or on a trip. The new formula of cream cheese does not contain coloring, preservatives, and flavoring so that you can enjoy a natural and healthy product every day.
New! Lactose-Free Cheese Spread The Laughing Cow.
PROCESSED CHEESE IN 150G CUPS
Delicate processed cheese in a cup is a classic product of cheese making. It will be a great addition to your main course. Available in two flavors: creamy and herbs with garlic.
SyrKhrum from The Laughing Cow
In 2017 The Laughing Cow presented a completely new product to its fans. It was a convenient and tasty snack SyrKhrum (Cheese Dippers) with processed cheese The Laughing Cow in a cup on the one side and crispy breadstick on the other. All you have to do is dip them in cheese, crunch, and repeat! Try it now.
The Laughing Cow does not use coloring, preservatives, or sugar to make any of the SyrKhrum products. It can also be stored without a refrigerator since SyrKhrum is produced at ultra-high temperature.