Famous French Brands: La Vache Qui Rit

With an iconic look and a delightful backstory, La Vache Qui Rit, or “The Laughing Cow”, is a brand of processed cheese products produced by Fromageries Bel. Wrapped in nostalgia, the wedges of mild and creamy, spreadable cheese – made with a blend of cheddar, gouda, edam, emmental and comté – were created in 1921 by French cheesemaker Léon Bel.

The instantly recognisable red cow logo, complete with cheese-round earrings, was designed by celebrated illustrator Benjamin Rabier. During World War I, Rabier, then a French officer, painted a laughing cow on meat trucks transporting rations for soldiers. He nicknamed it “Wachkyrie,” a cheeky nod to the Germans’ “Walkyries,” inspired by Wagner’s famous Ride of the Valkyries.

When said aloud in French, the pun sounded like “Vache Qui Rit” – sparking the imagination of young dairy farmer, Léon Bel. When Bel later launched his fromage* – the first soft, portioned processed cheese in aluminium packaging that could be easily shared and transported – he asked Rabier to create a new version of the laughing cow. In bright red with her signature earrings, she became the cheerful mascot stocking dairy aisles today.

Loved by adults and kids alike, La Vache has since become a staple in lunchboxes in over 120 countries across the globe.

* cheese

PS: This one’s for you, Antoine.