Iconic cheese brand rallies consumers to come together to find the humor in their everyday “wedge issues” and help get The Laughing Cow laughing again
CHICAGO, Sept. 30, 2026 /PRNewswire/ — The Laughing Cow® recently did something she hasn’t done in more than a century: she stopped laughing. Across the country, The Laughing Cow has been spotted not laughing on select packages of the popular cheese wedges, across the brand’s social channels and website, and even in diners and parks. The unexpected change left fans everywhere wondering what could have possibly caused her to stop laughing. Now we know.
The answer became clear last night on Jimmy Kimmel Live in Brooklyn, when Jimmy and Guillermo introduced The Not Laughing Cow to America. Through their signature banter and a debate about whether you can wear socks with sandals, Jimmy and Guillermo put a national spotlight on why she stopped laughing: it’s all those trivial, everyday disagreements dividing us. And while the comedians couldn’t get her to laugh, they officially passed the baton on to the country, kicking off a nationwide challenge to make The Laughing Cow laugh again.
In addition to the revelation on late night TV, The Laughing Cow shared a more in-depth explanation highlighting that somewhere along the way, we started taking the little things a little too seriously.
With a lighthearted nod to its iconic cheese wedges, The Laughing Cow is reminding consumers that a wedge should be something we share, not an issue that comes between us. Now, the brand is asking fans to laugh off those little disagreements, come together and help get The Laughing Cow laughing again.
Are throw pillows essential or absurd? Exactly how full does the trash need to be before emptying it? Could that meeting have been an email? Do dishes need to be rinsed before they’re loaded into the dishwasher? Through the #SpreadTheLaugh challenge, consumers can share all of the ridiculous “wedge issues” currently dividing them from their partners, siblings, friends, roommates, coworkers or even complete strangers on the internet.
Joining the challenge is simple:
- Record a video sharing the unnecessary disagreement currently driving a wedge between you and someone else.
- Acknowledge the disagreement isn’t worth the divide and ask The Laughing Cow to laugh again.
- Share the video and use #SpreadTheLaugh to join the challenge.
“We knew The Laughing Cow was loved, but we didn’t realize just how much until she stopped laughing,” said Peter McGuinness, CEO of Bel North America. “Turns out, all those little everyday disagreements really got to her. After all, a wedge is supposed to be something you share, not something that gets between us. She’s laughed for over 100 years and we have to get her to laugh again. We’re going to need everyone’s help.”
To join the #SpreadTheLaugh challenge and help The Laughing Cow get her laugh back, visit www.TheNotLaughingCow.com or follow along on Instagram, TikTok and Facebook.
About The Laughing Cow®:
Part of the Bel US family of cheese, fruit, and veggie snacks, The Laughing Cow® Spreadable
Cheese Wedges are a deliciously creamy snack. The Laughing Cow® is one of the most popular brands of Bel US, part of the Bel Group, a 160-year-old, family-owned, and mission-led company. Guided by its fight for better snacking commitment, Bel US’ foods inspire more intentional and joyful snacking choices that nourish people and help build a more sustainable future of food. Bel is a major player in fruit, veggie, and dairy single-serving portion snacking, as well as a producer of plant-based cheese options to meet a range of consumer preferences. Bel Group produces more than thirty local and international brands that are sold in more than 120 countries around the globe. In addition to The Laughing Cow®, other beloved Bel US products include Babybel®, GoGo squeeZ® and Boursin®.
Media Contact
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SOURCE Bel Brands USA
