Britannia The Laughing Cow has introduced a refreshed range that it claims brings creamier taste, smoother texture, and top quality to cheese lovers in India.
Now made locally at Britannia Bel Foods’ new facility in Ranjangaon, Maharashtra, the new range combines French cheese-making expertise with recipes tailored for Indian tastes. The packaging has also been refreshed.
Crafted with global know-how and made in India, the range comes at a more affordable price, the company said.
The company says the new recipe has five key nutrients—protein, calcium, and vitamins A, D, and B12. Britannia The Laughing Cow Cheese comes in a full range of products: slices, cubes, blocks, spread, diced, triangles and sachets.
The brand launched a relatable campaign conceptualized by Schbang, centered around the idea of the cheese being ‘Irresistibly Creamier, Uniquely Crafted with French Expertise.‘ The heart of the campaign lies in the insight that once people experience the taste of Britannia The Laughing Cow, they can’t help but ask for “One More Please!”.
Abhishek Sinha, chief business officer, dairy and CEO, Britannia Bel Foods, said, “At Britannia Bel Foods, we bring the finest French cheese-making expertise together with Indian craftsmanship and scale. 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.”
“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 and Puru Agarwal, associate creative director, Schbang
Britannia The Laughing Cow Cheese also introduces a Gen-AI-powered WhatsApp Recipe Bot, a smart culinary assistant that shares quick, customized, flavourful recipes using Britannia The Laughing Cow cheese.
Britannia The Laughing Cow is brought to India by Britannia Bel Foods, a joint venture between Britannia Industries and Bel Group, a global leader in cheese. Britannia Bel Foods has set up a manufacturing facility in Ranjangaon, Maharashtra, in October 2024. Britannia The Laughing Cow cheese is made with 100% locally sourced ingredients, produced and packaged under the highest standards of hygiene, safety, and sustainability, the company says.
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Naresh Khanna – 10 February 2025
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