If you’ve noticed something peculiar in your grocer’s cheese section this week, you’re not alone. After more than 100 years of greeting shoppers with a cheerful smile, the iconic cow pictured on The Laughing Cow cheese snacks has stopped laughing.
The Laughing Cow has appeared on product packaging since 1921, always with a smile and a laugh, reminding customers to focus on the positive. The red cow now appears with a more serious expression on the cheese wedge containers, according to the brand’s announcement. In a press release, Bel Brands, US Cheese, the company behind The Laughing Cow Spreadable Cheese Wedges, said, “While there’s been no explanation for The Laughing Cow’s sudden mood shift just yet, she’s been spotted not laughing in diners, parks, and across the brand’s social channels and website.”
The Laughing Cow/Bel US
“The Laughing Cow has spent more than 100 years reminding us not to take life too seriously, so when she suddenly gets serious, you pay attention,” said Jamee Pearlstein, chief marketing officer of Bel Brands, US Cheese. “Whatever finally got to her must be worth talking about. We’ll let her explain when she’s ready.”
Bel Brands, US Cheese promises more information is to come, by way of The Laughing Cow’s social media channels, and the website TheNotLaughingCow.com. At present, the website reads, “After more than 100 years, The Laughing Cow has stopped laughing. We need to talk.”
What’s more, a visit to the current The Laughing Cow website causes a pop-up window to appear that reads: “Have you heard The Laughing Cow is not laughing? If you spot this package in stores, it’s the same Spreadable Cheese you love, just not laughing.”
Only time will tell what prompted the iconic The Laughing Cow character to adopt such a serious expression. The brand has not announced when it will reveal the reason behind the change in mood. In the meantime, the packaging change does not signal a change to the cheese itself: The company says it’s the same Spreadable Cheese consumers know and love.
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