Britannia The Laughing Cow cheese now made in India with new packaging

Britannia Bel Foods, a joint venture between Britannia Industries and Bel Group, has unveiled a revamped range of Britannia The Laughing Cow cheese, now made locally at its new facility in Ranjangaon, Maharashtra. The improved range brings a creamier taste, smoother texture, and enhanced quality, combining French cheese-making expertise with recipes tailored to Indian preferences.

A new campaign, developed by Schbang, highlights the brand’s positioning and introduces a WhatsApp recipe bot offering quick recipe ideas using the cheese.

The product update goes beyond flavour, the brand has also introduced refreshed packaging to reflect the delightful new experience. Whether spread on toast, added to snacks, or eaten on its own, the new range aims to make everyday food more enjoyable and accessible. Produced in India, the cheese now comes at a more affordable price point, allowing more consumers to enjoy high-quality cheese in every bite.

According to the press release, the new recipe includes five essential nutrients, protein, calcium, and vitamins A, D, and B12, while offering a richer, creamier texture and improved flavour. The full product range includes slices, cubes, blocks, spreads, diced cheese, triangles, and sachets.

Abhishek Sinha, chief executive officer of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring together the finest French cheese-making expertise and Indian craftsmanship at scale. The new Britannia The Laughing Cow range marks a milestone in our mission to make high-quality cheese more accessible and affordable for Indian households. This revamp goes beyond taste—it reflects our commitment to quality, value, and innovation shaped by global mastery and local understanding.”

The brand has also introduced a generative AI-powered WhatsApp recipe bot. This virtual culinary assistant shares customised, easy-to-make recipes using Britannia The Laughing Cow cheese, offering quick inspiration whether you're planning a snack or a full meal.

Ria Shah, AVP - integrated brand solutions, and Puru Agarwal, associate creative director at Schbang, added, “We rooted our thinking in the insight that today’s consumers are constantly distracted by screens, even during meals. by choosing food and connection over digital clutter, the campaign positions Britannia The Laughing Cow cheese as a simple, joyful part of everyday life—something that naturally brings people together with each delicious bite.”