The Laughing Cow's Slogans & Taglines

The Laughing Cow traces its origins to 1865, when Jules Bel founded a cheese-ripening business in France's Jura region. The iconic brand itself was born in 1921 when his son Léon Bel trademarked La Vache Qui Rit, drawing inspiration from a World War I military emblem drawn by illustrator Benjamin Rabier—who also crafted the famous red cow logo with earrings. Production began in 1924 in Lons-le-Saunier, introducing France to a revolutionary processed cheese: soft, creamy, and individually wrapped in triangular portions. Now part of Fromageries Bel, the brand has expanded far beyond its original recipe to include Creamy Swiss, Light varieties, bold flavours like Creamy Jalapeño, and a plant-based range. Its slogan journey reflects this evolution from the playful French declaration "La vache qui rit, le fromage à part, c'est vachement bon" to the 2002 affirmation "Quand la Vache qui rit rit, c'est vachement réussi," and more recently to the brand purpose "Inspire people to choose to laugh at life." Celebrating its centenary in 2021, The Laughing Cow remains a global symbol of accessible, portioned joy.