The Laughing Cow® Cheese Wedges Spread Snack Inspiration Across New York City

Community Actress Gillian Jacobs Joins Thousands Of New Yorkers and The Laughing Cow® Cheese To Reinvent Snacking

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Aug 13, 2014, 11:12 ET

NEW YORK, NY, Aug. 13, 2014 /PRNewswire/ --Thousands of New Yorkers joined The Laughing Cow^®and Community actress Gillian Jacobs in Times Square yesterday to experience what it means to Reinvent Snacking. Jacobs chatted with fans and attendees about their snacking habits and some of her favorites that keep her happy on set, while the brand showed them how to make snack time something to savor. Event attendees were encouraged to take a break from the bustle, sit down and enjoy 15,000 snack packs featuring The Laughing Cow^® Spreadable Cheese Wedges and creative snack combinations.

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"I have inherited my mother's love of cheese and The Laughing Cow® Cheese Wedges are one of my go-to snacks when I'm on set. It was great to have the opportunity to share them with New Yorkers and encourage everyone to really taste and enjoy their snacks; food is so much more satisfying when you take the time to savor it," said Jacobs.

With digital billboards featuring simple white imagery of the creamy cheese to break through the chaos of Times Square, and impactful brand visuals throughout the event space, including a 26-foot-tall version of the Cow herself, the event served as the official kick-off to the brand's new advertising and marketing campaign, which encourages consumers to "Reinvent Snacking" by bringing back mindful satisfaction to their snacking experiences. The campaign is complete with a new TV ad, new packaging for The Laughing Cow^® Spreadable Cheese Wedges, a freshly designed website and a new flavor variety: Creamy Spicy Pepper Jack. With this campaign, Bel Brands USA (Bel), the makers of The Laughing Cow® Spreadable Cheese Wedges, is now targeting the brand's communication to an expanded audience of men and women who desire a great taste experience first and foremost, while seeking balance and moderation in their snack choices.

"We believe that consumers deserve to stop and have a mindful, satisfying snack experience each day," said Bel Senior Director of Marketing Dan Waters. "Rather than focusing on calorie levels that lead us down a path of restriction, in our new campaign, we have chosen to focus on the product's true benefits: its delicious taste and rich, creamy texture. We think that The Laughing Cow® Spreadable Cheese Wedges give consumers a snack that is truly worthy of sitting and savoring rather than mindless munching."

The Laughing Cow^® Spreadable Cheese Wedges are available in eight flavors. From classic Creamy Swiss to Queso Fresco & Chipotle, and many flavors in between, there is a flavor for every snack break. The new zesty flavor addition, Creamy Spicy Pepper Jack, will hit supermarket shelves in August 2014 and retails for $3.69 per round.

Snack inspiration and pairing ideas can be found at Facebook.com/LaughingCowFanPage, on Twitter @TheLaughingCow, and on TheLaughingCow.com.

About The Laughing Cow^® and Bel Brands USA:
Part of the Bel Brands USA family, The Laughing Cow^® Spreadable Cheese Wedges are a deliciously rich and creamy snack. In addition to The Laughing Cow^®, the Chicago-based Bel Brands USA also manufactures and markets Mini Babybel^® Cheese along with a number of gourmet and cold pack cheeses including Boursin^®, Kaukauna^®, Merkts^®, Owl's Nest^®, Price's^®, Wispride^® and other private label cheese spreads. Bel Brands USA is the U.S. subsidiary of Fromageries Bel, a world leader in branded cheeses, based in Paris, France.