Bel UK is claiming a category first with the launch of The Laughing Cow Blends – a new variant of its spreadable cheese blended with chickpeas and herbs.
The NPD went on sale in Morrisons earlier this month (rsp: £1.40/133g), and tapped into health, protein and flavour exploration by cheese consumers, the brand said.
The “versatile” individually wrapped cheese triangles were made with no artificial flavours, colours or preservatives and contained 36 kcals per portion, The Laughing Cow said. They were also naturally rich in calcium, vitamin E and protein.
The cheese had been developed at a time when health had moved “even further up the consumer agenda”, it added, citing data from medical advice service Flawless.org, which showed Google searches for ‘healthy snacks’ had risen by 110% over the past year.
“There’s a really healthy appetite for The Laughing Cow Blends, with consumer research showing that over one in two consumers would like to try The Laughing Cow Blends and would buy it incrementally to the rest of the range,” said The Laughing Cow senior brand manager Emily Galazka.
“With 300 The Laughing Cow triangles already bought every minute in the UK, and nine million shoppers enjoying our product each year, this represents a huge sales opportunity,” she added, particularly among younger shoppers.