Do you already know the true story of “The Laughing Cow”? | EUROtoday

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L'The odyssey of La Vache qui rit started a little bit over a century in the past in Lons-le-Saunier, within the Jura, underneath the management of Léon Bel, from a household specializing in cheese making. At that point, the small enterprise owned by the Bels purchased wheels of Gruyère and Emmental to refine and resell them. But all the things modified round 1920. Léon Bel then found an modern course of which made it doable to provide and protect melted cheese. Enough to open the doorways to a nascent market and put an finish to unsold merchandise, as a result of, due to this methodology, they are often remodeled right into a tasty paste. Ambitious, Léon Bel joined forces in 1921 with the Swiss Émile Graf, whose household invented this course of, to make his personal melted cheese.

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How to present a outstanding look to the brand new one from the Bel cellar? Inspired by his reminiscences as a soldier of the First World War, Léon Bel created a memorable emblem: a hilarious cow, drawn standing, which adorned the primary steel bins on a purple background, resembling these of his contemporary meat provide part. From 1923, 12,000 bins had been bought on daily basis! In 1924, following a contest, Léon Bel commissioned the illustrator Benjamin Rabier to transform the cow's options to humanize them extra. On the recommendation of his spouse, he additionally added earrings within the form of bins of Laughing cow To the image. You know the consequence!

Léon Bel additionally revolutionized packaging, introducing triangular parts individually wrapped in aluminum foil, offered in spherical bins outfitted with an modern opening system: the well-known little purple thread. From 1929, The Laughing Cow exported to the United Kingdom and Belgium, and continued its enlargement after the Second World War in Eastern Europe, North Africa and the Middle East.

In the Seventies, the Bel group established itself in North America, Japan and China, adapting the flavors of its cheese to native tastes. La Laughing Cow is distributed in additional than 130 nations and accessible in 110 totally different recipes. The face of The Laughing Cow has had some variations over time, however has all the time retained his iconic smile. Today, the model of The Laughing Cow is translated into round twenty languages: The laughing Cow in English ; A vaca que snigger in Portuguese ; Die Lachende Kuh in German, and so forth. In parallel with this world conquest, the corporate proudly owning the cheese applies a formidable monitoring coverage as a way to shield itself towards counterfeits.

The Bel household group, which nonetheless owns the model, has enriched its vary with merchandise like Babybel, Kiri and Boursin. It generates nearly half of its turnover internationally, with subsidiaries and manufacturing websites all over the world, and thousands and thousands of parts bought each day. Ah, we nearly forgot: why is that this charming cow laughing? In the ebook that the Bel firm dedicates to its heavy cow, we learn this response: “No investigation, no attack, no trial, ever, will reveal why The Laughing Cow laughed.” Either. May the thriller proceed!