La vache qui rit celebrates its 100th birthday

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 The iconic “ Vache qui Rit” (Laughing Cow cheese) celebrates its 100th birthday in 2021.

One of my favourite snack as a little girl was a slice of fresh baguette (Baguette put forward as France cultural status at UNESCO) and a triangle of “Vache qui Rit!” 

 “La Vache qui Rit” is a brand of processed cheese famous for its spreadable texture and wedge shaped portions. The cheese consists of a blend of cream, milk and fresh and aged cheeses, particularly Comté, which is then pasteurized.

Leon Bel, a cheese maker based in the Jura, originally created the famous cheese triangle in 1921. The product was revolutionary, both for its wrapped individual portions and the special formula (still a secret to this day) which enables the cheese to stay fresh for a longer period. 

Initially, “La Vache qui Rit” (Laughing Cow) was sold in a round metal tin featuring an image of a white cow on a red background behind a black gate. In 1924, Benjamin Rabier created the new branding featuring the jovial smiling cow.



The picture above shows the progression of the branding of the vache qui rit.

A few facts:

  • The Laughing Cow is the fourth biggest cheese brand in the world and is sold in more than 130 countries.
  • 121 triangular portions are produced every second
  • Ten million servings of the cheese are enjoyed every day. If you stacked up all the triangles, it would reach the height of 500 Eiffel Towers.

Many events are planned throughout the year to celebrate the 100th birthday – some locally and some nationwide including TV programs.

The celebrations include a 2-day cycling race on the 22nd / 23rd May. Starting in Lons-Le-Saunier (the home of the cheese), the event will offer three different routes of varying lengths and difficulties to suit all ages and abilities. All participants will receive an anniversary jersey.



Keep your eyes opened for various branded products soon available in shops to mark the occasion.

 

 

 

 

 

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