{{Short description|Brand of processed cheese products}} {{more citations needed|date=January 2013}} {{Infobox cheese | name = {{lang|en|The Laughing Cow}} (La Vache qui Rit) | image = File:Vache qui rit.png | othernames = Laughing Cow Cheese | country = {{ubl|France|(produced worldwide)<ref>{{cite web |url=https://www.groupe-bel.com/en/brands/brands/the-laughing-cow/ |archive-url=https://web.archive.org/web/20160711071958/http://www.groupe-bel.com/en/brands/brands/the-laughing-cow/ |url-status=dead |archive-date=11 July 2016 |title=The Laughing Cow, more than 90 years and still smiling |website=Groupe Bel |accessdate=28 May 2017 }}</ref>}} | region = Lons-le-Saunier<ref>{{cite web |url=http://www.rfi.fr/contenu/20091106-vache-rit |first=Danielle |last=Birck |title=La Vache qui rit |date=6 November 2009 |website=Radio France Internationale |accessdate=28 May 2017 |language=French}}</ref><ref>{{cite web |url=http://www.lamaisondelavachequirit.com/tout-sur-la-marque/la-vache-qui-rit-sa-vie-son-oeuvre.html |title=Découvrir |website=The House of the Laughing Cow |accessdate=28 May 2017 |language=French}}</ref> | source = Cow | pasteurised = Yes | texture = Semi-soft | fat = | protein = | dimensions = | weight = | aging = Made from aged cheeses, but not aged itself | certification = Trademarked brand name }} '''The Laughing Cow''' ({{langx|fr|'''La vache qui rit'''}} {{IPA|fr|la vaʃ ki ʁi}}) is a brand of processed cheese products made by Fromageries Bel since 1921. The name refers in particular to the brand's most popular product, the spreadable wedge.<ref name="What kind of cheese is The Laughing Cow?">{{Cite web|url=https://www.thelaughingcow.com.au|title=Welcome to the world of The Laughing Cow!|access-date=2022-11-21|website= The Laughing Cow |language=en}}</ref>

==Description== The cheese is a blend of cream, milk, and fresh and aged cheeses, particularly comté, which are pasteurized to stop the ripening process. Versatile and keeping due to its pasteurization process, Laughing Cow can remain unrefrigerated for a limited length of time. The archetypal Laughing Cow cheese comes wrapped in the individual serving-sized foiled wedges and they are packaged in a round, flat box. Consumers have to pull a little red thread around the box to open it and the foil packaging also features a red tab for opening. The company was founded in 1921. The Laughing Cow is available in these formats in different worldwide markets: * Triangles, squares, or rectangles in various flavors.<ref name="fatfromthelaughingcowyet">{{Cite web|url=https://www.amazon.com/Laughing-Spreadable-Cheese-Wedge-Variety/dp/B08FCL4HDP/ref=sr_1_17_sspa?keywords=Laughing+Cow+Cheese&qid=1669653245&sr=8-17-spons&psc=1&smid=A1I602HFB892OY&spLa=ZW5jcnlwdGVkUXVhbGlmaWVyPUEyM1dOOUw5UlFNWUNCJmVuY3J5cHRlZElkPUExMDQ1NDc0M0xLRzJLOUo1UkgxOCZlbmNyeXB0ZWRBZElkPUExMDI0MTE1MVEyMFQ4WURJT05TRSZ3aWRnZXROYW1lPXNwX210ZiZhY3Rpb249Y2xpY2tSZWRpcmVjdCZkb05vdExvZ0NsaWNrPXRydWU=|title=The Laughing Cow Spreadable Cheese Wedge Variety pack|access-date=2021-10-22|website= Amazon|language=en}}</ref> * Spreadable tubs and jars * The Laughing Cow '''Dip & Crunch''' (name in the Americas and the UK), previously named '''Cheez Dippers''', which are snacks consisting of bread sticks and cheese spread, and these come in four varieties; original, light, hazelnut and pizza.<ref>{{cite web |title=Dip & Crunch Original Cheese Dippers |url=https://www.thelaughingcow.co.uk/products/cheese-snacks/cheese-dips/dip-crunch-original/ |website=The Laughing Cow |access-date=28 May 2025 |language=English}}</ref> Named '''Pik & Croq''' in mainland Europe.<ref>{{cite web |title=Nos produits > Pik&Croq'® Nature |url=https://www.ribambel.com/produits/la-vache-qui-rit/pikcroq-nature |website=Ribambel |access-date=28 May 2025 |language=French}}</ref> The name Cheez Dippers is still in use in the Southeast Asian market, where they are also available in two sugary fruit flavors,<ref>{{cite web | last=C | first=Claus | title=The Laughing Cow launches delicious Cheez Dippers | website=Food Infotech | date=2024-07-17 | url=https://www.foodinfotech.com/the-laughing-cow-brings-innovation-to-snacking-with-delicious-cheez-dippers/ | access-date=2025-05-28}}</ref> as well as in Australia<ref>{{cite web | title=Cheez Dippers – The Laughing Cow | website=The Laughing Cow – The Laughing Cow | url=https://thelaughingcow.com.au/cheez-dippers/ | access-date=2025-05-28}}</ref> and the Netherlands.<ref>{{cite web | title=La Vache qui rit Cheez Dippers - LVQR| website=La Vache qui rit| url=https://www.lvqr.nl/producten/la-vache-qui-rit-cheez-dippers/ | access-date=2026-02-06}}</ref> * Slicing blocks of The Laughing Cow with a harder consistency like that of butter * '''{{lang|fr|Ma P'tite Vache Qui Rit}}''', pods of cheese spread to be eaten out of the pod with a spoon, especially for younger children * '''Toastinette''' processed cheese slices, similar to Kraft Singles * Bite-sized cubes, in various flavours and designed to be served as aperitifs at cocktail parties, called '''Cheez & Fun''' in many European countries, and also '''Snack Bites''' in the UK, {{lang|fr|'''Apéricube'''}} in France, Belgium and the Netherlands, '''PartyCubes''' in Canada, '''Mini Cubes''' in Australia and New Zealand, and '''Belcube''' in Japan and South Korea. They are produced in 24- or 48-cube boxes of one flavour, e.g. blue, ham, salmon, chili pepper and olive, or they are produced in 24- or 48-cube boxes of a particular theme, e.g., 'Cocktails du Monde', 'Petites Recettes', 'Tex-Mex' and 'Indian'.{{Citation needed|date=December 2025}}

Discontinued formats of The Laughing Cow include: * '''Giggles'''/'''Blop''' processed cheese pods for younger children * Squeeze bottles * '''Big Cheez Dipper''' (a larger version of Cheez Dippers) * '''Cheez Double Dippers''' (which contained crispy bacon flavour bits in addition to bread sticks and cheese spread).

The Laughing Cow USA introduced a TV commercial in 2009 where the company introduced a new slogan, "Have you laughed today?". In 2010 they updated the brand's website to include cheese recipes. thumb|right|A wedge of Original Creamy Swiss

Laughing Cow cheese is available in its original flavour, a light version with 7% fat, and an ultra-light version with 3% fat. In addition, flavoured versions of the cheese (such as ham, gruyère, garlic, paprika, mushroom, chèvre, bleu, hazelnut, pizza, jalapeño and onion) are also available in various markets worldwide.

==Evolution of the brand== The concept of a laughing or smiling cow in advertising may predate the creation of The Laughing Cow brand. A 1903 advertisement in an American newspaper featured a smiling cow promoting "Star Brand Butter" and "Milton's Ice Cream".<ref>{{cite news |title=The Miltons. Star Brand. Churn |newspaper=The Saint Paul Globe |date=1903-05-10 |page=11 |url=https://chroniclingamerica.loc.gov/lccn/sn90059523/1903-05-10/ed-1/seq-11/#&index=7&words=This+COW+laughing&phrasetext=This+laughing+COW&page=1 |access-date=2023-07-21 |via=Chronicling America}}</ref>

The Laughing Cow brand as we know it today was established later. On April 16, 1921, Léon Bel trademarked his brand, as {{lang|fr|La Vache Qui Rit}}, in France.<ref name="INPI_tresors">{{Cite web |date=12 January 2016 |title=Bienvenue à la Vache Qui Rit (1921) |url=https://www.inpi.fr/bienvenue-la-vache-qui-rit-1921 |access-date=2023-03-20 |website=National Institute of Industrial Property (France) (INPI) |at=open the "+" beside "Combien de portions de..." |language=fr}}</ref><ref name="Usine2011" /> The original drawing was made as a mascot for Bel's supply-train unit during World War I by illustrator Benjamin Rabier and was called {{lang|fr|"La Wachkyrie"}}, a play on the word for ''Valkyrie''.<ref name="Usine2011">{{Cite journal |url=https://www.usinenouvelle.com/article/les-secrets-de-la-vache-qui-rit-enfin-perces.N149960 |title=Les secrets de La Vache Qui Rit enfin percés ! |date=2011-04-13 |access-date=2023-03-20 |website=L'Usine nouvelle |last=Déniel |first=Patrick |archive-url=https://web.archive.org/web/20211221224647/https://www.usinenouvelle.com/article/les-secrets-de-la-vache-qui-rit-enfin-perces.N149960 |archive-date=2021-12-21 |url-status=live}}</ref> The cow in the original drawing was not red and did not wear ear tags. Rabier later edited the drawing into something more like the image that prevails today.<ref name="INPI_tresors" />

The Laughing Cow is now depicted as a red and white cow appearing jovial, and almost always wearing ear tags that look like the round boxes the cheese comes in. The blue and white stripes around the box date from 1955. Since 1976 both ear-tag boxes have been shown with the top side visible. Before then, one tag showed the top and the other showed the bottom side. The current logo uses the Droste effect, with the laughing cow appearing inside the ear tags.<ref name=Merow2013>{{cite web |last1=Merow |first1=Katharine |title=Escher and the Droste Effect |url=https://www.maa.org/meetings/calendar-events/escher-and-the-droste-effect |publisher=Mathematical Association of America |date=2013 |url-status=live |archiveurl=https://web.archive.org/web/20130802065246/https://www.maa.org/meetings/calendar-events/escher-and-the-droste-effect |archivedate=2 August 2013}}</ref>

Kiri (pronounced in the same way as {{lang|fr|"qui rit"}}) is a separate brand that Bel established in 1966.<ref name="BellKiri">{{Cite web|url=https://www.groupe-bel.com/en/kiri-the-mythic-little-square-with-the-childhood-taste/|title=Kiri|access-date=2021-07-24|website=Le Groupe Bel|language=en|archive-date=2021-08-02|archive-url=https://web.archive.org/web/20210802142955/https://www.groupe-bel.com/en/kiri-the-mythic-little-square-with-the-childhood-taste/|url-status=dead}}</ref>

==Worldwide popularity== The cheese has long been popular in the United Kingdom and Canada as a children's snack.<ref name="child snack">{{Cite web|url=https://www.vegiac.com/is-laughing-cow-cheese-gluten-free/|title=Is Laughing Cow Cheese Gluten-Free?|access-date=2022-11-25|website=Vegiac|date=29 October 2021 |language=en}}</ref> The cheese is also known in the United States,<ref name="delish2025">{{Cite web |title=100 American Snacks That Defined Generations |url=https://www.delish.com/food/a65255330/american-snacks-that-defined-generations/ |last=Schaltegger |first=Megan |date=2025-07-02 |url-status=live |archive-url=https://web.archive.org/web/20250703200737/https://www.delish.com/food/a65255330/american-snacks-that-defined-generations/ |archive-date=2025-07-03 |access-date=2025-07-11 |website=Delish}}</ref> though it is not seen as a "French cheese".<ref name="Paxson2012">{{Cite book |title=The Life of Cheese: Crafting Food and Value in America |last=Paxson |first=Heather |publisher=University of California Press |year=2012 |isbn=9780520954021 |location=California, US |pages=112 |language=en |author-link=Heather Paxson |url=https://books.google.com/books?id=tVh3p9yaIPgC&pg=PA112&dq=%22Laughing+Cow%22&hl=en&newbks=1&newbks_redir=0#v=onepage&q=%22Laughing%20Cow%22}}</ref>

Localized names include: * {{lang|fr|La Vache qui Rit}} in {{FRA}}, {{CAN}} (French-speaking areas only), {{SUI}}, {{BEL}}, {{NLD}}, {{NOR}}, {{GRE}}, {{LTU}}, {{MLT}}, {{DZA}}, {{MAR}}, {{EGY}} and other Arabic-speaking countries * ''The Laughing Cow'' in English-speaking countries, the rest of Canada, {{IND}} and {{IDN}} * {{lang|de|Die Lachende Kuh}} in German-speaking countries except for Switzerland * {{lang|es|La Vaca que Ríe}} in Spanish-speaking countries * {{lang|pt|A Vaca que Ri}} in Portuguese-speaking countries * {{lang|ar|البقرة الضاحكة}} in {{KSA}} and other Arabic-speaking countries * {{lang|ru|Весёлая Бурёнка}} ({{Transliteration|ru|Vesyolaya Buryonka}}) in {{RUS}} * {{lang|ja|ラッフィングカウ}} ({{Transliteration|ja|Raffingu Kau}}) in {{JPN}}<ref>{{Cite web|url=https://www.bel-japon.com/csr/|title=CSR|script-title=ja:CSR情報|accessdate=2021-09-22|publisher=ベル ジャポン (Bell Japon)|at=お客様のニーズにお応えする商品|language=ja|archiveurl=https://web.archive.org/web/20170509120858/http://www.bel-japon.com/csr/|archivedate=2017-05-09|url-status=live}}</ref> * {{lang|ko|래핑카우}} in {{KOR}} * {{lang|zh|乐芝牛}} in {{CHN}} * {{lang|zh|笑牛牌}} in {{HKG}} * {{lang|it|La Mucca che Ride}} in {{ITA}} * {{lang|sv|Den Skrattande Kon}} in {{SWE}} * {{lang|da|Den Leende ko}} in {{DEN}} * {{lang|fr|La Vache qui Rit}}, {{lang|tr|Gülen İnek}} in {{TUR}} * {{lang|pl|Krówka Śmieszka}} in {{POL}} * {{lang|hu|Nevető tehén}} in {{HUN}} * {{lang|hr|Krava koja se smije}} in {{HRV}} * {{lang|ro|Văcuța veselă}} in {{ROM}} * {{lang|uk|Весела Корівка}} ({{Transliteration|uk|Vesela Korivka}}) in {{UKR}} * {{lang|cs|Veselá kráva}} in the {{CZE}} * {{lang|el|Η Αγελάδα που Γελά}} ({{Transliteration|el|I Agelada pou Gela}}) in {{CYP}} * {{lang|fa|{{Script|fa-Arab|گاو خندان}}|rtl=y}} ({{Transliteration|fa|Gav e Khandaan}}) in {{IRN}} * {{lang|id|Sapi Ceria}} in {{IDN}} (formerly) * {{lang|vi|Con Bò Cười}} in {{VIE}} * {{lang|mg|Ilay Omby Vavy Mifaly}} in {{MAD}} * {{lang|he|לה וואש קירי}} in {{ISR}}

== Other associations == * The product name and indicia were adopted by the crew of World War II German submarine ''U-69'', whose sinking of the {{SS|Robin Moor}} was significant to US entry into World War II. * {{lang|fr|La Vache qui Rit|}} is the name of an EP by late 1980s Washington, D.C., punk band Rain with connection to Dischord Records. * {{lang|fr|Le Vache qui Rit}} is the name of a 1982 EP by UK Anarchist Punk band Zounds. * {{lang|fr|La Vache Qui Rit}} is the name of a finishing move in the 1994 video game ''Primal Rage''. The character Vertigo will move up to an opponent and transform them into a cow, which makes a disconcerted ''moo'' as it runs away. * {{lang|fr|La vache qui lit}} ('The reading cow') is the children's book prize of the city of Zürich, and a children's book program in the Auvergne region of France.<ref>{{cite web |url=http://editionslavachequilit.com/ |title=Les Editions la vache qui lit |website=editionslavachequilit.com |accessdate=28 May 2017 |language=French}}</ref> * The Laughing Cow's mascot appears on the cover of the 2002 album ''Human'' by UK electronic musician Freeform.

==See also== {{Portal|Food}} * Emmi AG - manufacturer of Swiss Knight brand of spreadable cheese wedges * Dairylea (cheese) - Similar popular spreadable cheese in UK/Ireland * Babybel - another internationally distributed snack-sized cheese product produced by Fromageries Bel

==References== {{Reflist}}

==External links== * [https://web.archive.org/web/20100201225546/http://www.bel-uk.co.uk/the-laughing-cow.asp The Laughing Cow] at The Bel Group's web site * [http://www.thelaughingcow.com/ The Laughing Cow] Brand site features [https://web.archive.org/web/20130923114029/http://www.thelaughingcow.com/recipes/ cheese recipes] and [http://www.thelaughingcow.com/ snack cheese] information * [http://www.lavachequirit.com La Vache qui rit] {{Webarchive|url=https://web.archive.org/web/20180601151333/http://www.lavachequirit.com/ |date=2018-06-01 }} official site {{in lang|fr}} * [https://www.lamaisondelavachequirit.com/en/ La Maison de La Vache qui rit] – A museum operated by Fromageries Bel. (:fr:La Maison de La Vache qui rit) {{Processed cheese}} {{Authority control}}

{{DEFAULTSORT:Laughing Cow}} Category:French cheeses Category:Fictional cattle Category:Anthropomorphic cattle Category:Laughter Category:Cattle mascots Category:Processed cheese Category:Food advertising characters Category:Female characters in advertising Category:Mascots introduced in 1921 Category:Brand name dairy products Category:Products introduced in 1921 Category:Food and drink introduced in 1921