After More Than 100 Years, The Laughing Cow® Stops Laughing

News provided by

Sep 22, 2026, 11:38 ET

The Not Laughing Cow now featured on packages of the popular cheese wedges nationwide

CHICAGO, Sept. 22, 2026 /PRNewswire/ -- Since 1921, The Laughing Cow^® has been radiating optimism and positivity from grocery store shelves, lunchboxes and refrigerators around the world, inspiring people to see the positive side of life. But this week, consumers may notice something unusual in the cheese aisle: The Laughing Cow stopped laughing.

Known for spreading joy, The Laughing Cow has long been a reminder not to take things too seriously. So the unexpected change raises an obvious question: Why did The Laughing Cow stop laughing?

The Not Laughing Cow appears on select packages of The Laughing Cow® Creamy Original cheese wedges nationwide, marking the first time in more than 100 years that the iconic Cow has stopped laughing.

The Laughing Cow® has stopped laughing after more than 100 years. The famously cheerful brand icon has been spotted with a noticeably serious expression in diners, parks and across the brand’s social channels as consumers speculate about what could have caused her sudden mood shift.

The Laughing Cow® original packaging alongside The Not Laughing Cow, which appears on select packages of The Laughing Cow® Creamy Original cheese wedges nationwide.

While there's been no explanation for The Laughing Cow's sudden mood shift just yet, she's been spotted not laughing in diners, parks and across the brand's social channels and website. The stark departure from her famously cheerful persona is fueling speculation among fans across the internet about what could have made The Laughing Cow stop laughing.

"The Laughing Cow has spent more than 100 years reminding us not to take life too seriously. So when she suddenly gets serious, you pay attention," said Jamee Pearlstein, Chief Marketing Officer of Bel Brands, US Cheese. "Whatever finally got to her must be worth talking about. We'll let her explain when she's ready."

To join in on the speculation and follow along as the story unfolds, visit www.TheNotLaughingCow.com or follow along on Instagram, TikTok and Facebook.

About The Laughing Cow^®:
Part of the Bel US family of cheese, fruit, and veggie snacks, The Laughing Cow^®Spreadable Cheese Wedges are a deliciously creamy snack. The Laughing Cow^®is one of the most popular brands of Bel US, part of the Bel Group, a 160-year-old, family-owned, and mission-led company. Guided by its fight for better snacking commitment, Bel US' foods inspire more intentional and joyful snacking choices that nourish people and help build a more sustainable future of food. Bel is a major player in fruit, veggie, and dairy single-serving portion snacking, as well as a producer of plant-based cheese options to meet a range of consumer preferences. Bel Group produces more than thirty local and international brands that are sold in more than 120 countries around the globe. In addition to The Laughing Cow^®, other beloved Bel US products include Babybel^®,GoGo squeeZ^® and Boursin^®.
www.belbrandsusa.com

Media Contact
Taryn Parker
[email protected]
(847) 380-0375

SOURCE Bel Brands USA