Laughing Cow extends Mini Babybel cheese line

Laughing Cow extends Mini Babybel cheese line

The Laughing Cow announces the launch of two new flavors of Mini Babybel: White Cheddar and Sharp Original.

The Laughing Cow®, one of the nation's leading brands of portion-controlled snack cheeses announces the launch of two new flavors of Mini Babybel®: White Cheddar and Sharp Original. The new varieties join Mini Babybel®'s expansive portfolio of natural, wax-wrapped, portion-controlled snacking cheeses that include Mini Babybel® Original, Light, Gouda, Cheddar and Bonbel. Good sources of calcium and protein with 80 calories(i) or less, Mini Babybel® has been a growing snacking sensation among consumers with a passion for great tasting, portable cheese.

In the past six years, the sales of Mini Babybel® in the United States have doubled(ii), with a 25 percent growth in 2010 alone.(iii) As momentum and demand for the product have continued to steadily increase, Mini Babybel® has continued to meet consumers' needs with ongoing product innovation. Mini Babybel® White Cheddar and Sharp Original are the latest examples of the brand's strong commitment to providing satisfyingly natural, portion-controlled snacking cheeses for its increasing fan base.

"We are thrilled to introduce Mini Babybel® White Cheddar and Sharp Original. We know our consumers work to lead balanced, active lifestyles and we strive to provide them with the great tasting snacks that deliver the nutrition and flavor they need along with the convenience they demand," said Jon Swadley, Marketing Director at Bel Brands USA, parent company to The Laughing Cow's ® Mini Babybel brand. "The launch of the new Mini Babybel® varieties demonstrates our dedication to product innovation and a passion for satisfying our consumers snacking needs."

Mini Babybel® is individually packaged in a one-of-a-kind wax wrapper for easy transport. Mini Babybel® Light is an excellent source of calcium with only fifty calories. All other flavors of Mini Babybel® are good sources of calcium and protein with less than eighty calories.(i) Like the other varieties, Mini Babybel® White Cheddar and Sharp Original transform ordinary snacking into a taste sensation, each with a creamy texture and complex flavor. While delicious alone, with seven different varieties, the pairing opportunities to create any number of delightful, satisfying snacks with Mini Babybel® Cheeses are endless.

The Laughing Cow® also produces The Laughing Cow® Light Cheese Wedges, available in six diverse flavors with only 35 calories per wedge.

For more information, visit the brand's new and improved website:www.thelaughingcow.com.

About The Laughing Cow®: The Laughing Cow® brands, which include The Laughing Cow® Cheese Wedges and Mini Babybel® Cheeses, are the most popular brands owned by Bel Brands USA Inc, a subsidiary of Fromageries Bel, a family-owned cheese maker headquartered in Paris, France. Both The Laughing Cow® Cheese Wedges and Mini Babybel® Cheeses are individually wrapped and portion-controlled snacks. Their great taste and unique pull-tabs create a one-of-a-kind snacking experience every time a piece is unwrapped.

Fromageries Bel produces more than thirty local and international cheese brands that are sold in more than 120 countries around the globe. In addition to The Laughing Cow®, other USA favorites include popular cheese spreads marketed under Boursin®, Kaukauna® and WisPride® labels.

(i) See nutrition information for saturated fat

(ii) Based off of Bel Brands' shipment data

(iii) Based off of Nielsen data for traditional retail

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