laughing cow spreadable

Bel UK has extended its Laughing Cow cheese range with two new spreadable tub lines.

The tubs, part of a brand relaunch that also includes a new TV ad, will roll out nationally through June in Original and Light variants (rsp: £1.45/150g).

They offered shoppers a “versatile and smooth snacking solution”, the brand said. and would help attract new customers to the cheese spreads category.

“Whether you spread it, dip it, or dunk it, The Laughing Cow is the perfect snack partner to pair with a variety of foods and can drive your cheese spread sales,” said senior brand manager Alexandra Labaisse.

The launch will be supported by a TV ad carrying the strapline ‘However you snack, snack like you’, supported by a “significant” marketing investment that also includes digital, PR and shopper activity.

The brand saw value sales fall by 7.8% last year to £29.9m [The Grocer Top Products/Nielsen].