Fromageries Bel, S.A., headquartered in Paris, France is a worldwide marketer and manufacturer of various branded cheeses including the individually packaged wedges of processed cheese called The Laughing Cow (French: La Vache Qui Rit).
The product was first launched in 1921 and was the first cheese brand registered in the French national patent office. Today, The Laughing Cow brand of cheese is consumed in more than 90 countries on five continents totaling a consumption of approximately 2,500 portions every 20 seconds.
Given that The Laughing Cow packaging is branded with the French flag and slogan "A French Favorite", it is somewhat surprising that the "taste" is claimed to be imported from France's neighbor, Switzerland. Here in the U.S., The Laughing Cow cheese is available in flavors such as "Original Swiss Flavor" and "Original Creamy Swiss Flavor". On the package one will also find copy that reads: "Indulge in the rich creamy-delicious taste of imported Swiss cheese, blended with a touch of cream for easy spreading." This strikes as a slightly odd statement given the revelation made in the FAQ section of the brand's U.S.-based site, www.thelaughingcow.com. In response to the question "Are The Laughing Cow products made in France?" the following answer is provided: "Most products sold in the U.S. are made in our Kentucky plant. We may from time to time import some items from France." Given the disconnect of this response from all the "Swissness" which is invoked on pack, one must ask: "Is there actually a justifiable connection that this product has with Switzerland?" Your comments and throughts are, as always, most welcome! (Primary Source: www.bel-group.com)
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