The Laughing Cow expands with new plant-based alternative

Packaged in Laughing Cow’s distinctive triangle-shaped pieces, the Bel-owned brand claims to be the first UK firm to have introduced plant-based alternative cheese in portions.

The new Vegan Society-approved product, which is launching in Asda and Sainsbury’s, is made from almonds and aims to deliver the same “spreadable texture” of the original version.

The Laughing Cow senior brand manager Oliver Richmond told The Grocer: “Reflective of our ongoing diversification of the Bel UK portfolio to enrich its fruit and plant-based ranges, meeting consumer needs and giving consumers the opportunity to reduce carbon impact, we’re delighted to unveil The Laughing Cow Plant-Based.

“Enabling us to establish ourselves in a new category and allowing more consumers to enjoy the world of The Laughing Cow, the launch is designed to satisfy the growing consumer need for more plant-based products.”

The new vegan alternative follows Bel UK’ introduction of a plant-based variant of its Babybel brand in January 2022.

Grocery Gazette