Bel UK Launches New 16-pack of the Laughing Cow Extra Light

The launch of the 16-pack will benefit from up weighted brand awareness following a £3 million advertising campaign during 2008 - including the first TV advertising for The Laughing Cow in ten years.

18/11/08 Bel UK is helping retailers cater for the growing demand for low fat products with the launch of a16-portion 280g pack of The Laughing Cow Extra Light.

Containing only 3% fat and 20 calories per portion, this product is particularly appealing to dieters and consumers who are conscious of their calorie intake.

Jean-Paul Pelaez, Head of Category Management at Bel UK says: "The Laughing Cow Extra Light 16-pack's health credentials are well established because it is a good source of calcium and each segment is individually wrapped so aids portion control.

"The product also meets the need for practicality as its conveniently packaged format, designed for ease of use, makes it less messy than a tub or tube.

"The launch of the 16-pack will benefit from up weighted brand awareness following a £3 million advertising campaign during 2008 - including the first TV advertising for The Laughing Cow in ten years - which has encouraged more consumers to add the brand to their regular grocery shop.

"The new addition will enable retailers to drive the average weight-of-purchase of Extra Light at a time when The Laughing Cow brand is enjoying unrivalled retail success."

Very low fat is the fastest expanding segment within cheese spreads and The Laughing Cow Extra Light has increased sales in both value and volume terms over the past year by 19.1% and 18.6% respectively.

The strong performance of Extra Light has added both to the performance of The Laughing Cow brand and the total segment.

Pelaez continues: "This launch underlines our commitment to a brand which we believe is very well placed for future sales growth as it meets the needs of dieters and consumers trying to restrict their calorie intake."

The Laughing Cow Extra Light 16-portion pack is available to retailers from November 17th and will complement the existing range of SKUs.