Britannia Bel Foods has launched an updated version of The Laughing Cow cheese range in India, introducing a creamier taste, smoother texture, and improved nutrition. The new range is now produced at the company’s recently opened facility in Ranjangaon, Maharashtra.
To support the relaunch, Britannia The Laughing Cow has rolled out a new advertising campaign conceptualised by Schbang. The campaign promotes the product’s improved flavour with the tagline “Irresistibly Creamier, Uniquely Crafted with French Expertise” and is based on the consumer insight that the new taste often leads to people asking for “One More Please.”
Link to the campaign:
The brand has also introduced a Gen-AI-powered WhatsApp Recipe Bot that provides users with quick and customised recipes using The Laughing Cow products.
The reformulated products are made using French cheese-making expertise adapted to suit Indian tastes. The cheese is now enriched with five key nutrients—protein, calcium, and vitamins A, D, and B12—and is being offered at a more affordable price point to expand access among Indian households.
The range includes slices, cubes, blocks, spreads, diced variants, triangles, and sachets. Alongside the recipe update, the product packaging has also been refreshed.
Abhishek Sinha, Chief Business Officer – Dairy & CEO, Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart. The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day.”
“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’ said Ria Shah, AVP – Integrated Brand Solutions & Puru Agarwal – Associate Creative Director, Schbang
