Britannia The Laughing Cow co-branded product range launched in India

Britannia Bel Foods, a joint venture between Britannia Industries and French company Bel Groupe has unveiled the new brand identity of their co-branded product range ‘Britannia The Laughing Cow’. ‘Britannia The Laughing Cow’ logo will now be part of all integrated marketing communication touch points for the brand across packaging, online platforms, and in stores. The new identity has been announced via a Digital Video Campaign (DVC) that combines the strength of the two iconic brands.

Tasty and healthy snacking is a key consumer trend and Britannia The Laughing Cow is well-positioned to cater to this. The brand offers a range of deliciously creamy cheese with the power of protein that adds laughter to every snacking moment.

On a mission to increase India’s protein intake

Commenting on the new brand identity campaign, Abhishek Sinha, chief executive officer, Britannia Bel Foods said, “We are gearing up to build and develop the nascent cheese category in India. The new co-branded identity will enhance our brand’s credibility and showcase the versatile nutritious product range from ‘Britannia The Laughing Cow’. Our cheese is rich in nutrients. Today, the amount of protein consumed by Indians falls below the required benchmark and we, as a brand, aim to address this glaring issue. We endeavor to educate and increase protein intake among young India. This signifies our commitment to provide a range of delicious, nutritious, and innovative products that is accessible to all our consumers.”

The campaign has been conceptualized by Havas Mumbai. Tarun Jha, chief executive officer, Havas Creative India said, “With Britannia and Bel Cheese coming together, we witnessed two iconic brands combining their legacies to offer unrivaled customer satisfaction. We are excited to be a catalyst for Bel Britannia, partnering with these forward-thinking companies on this new, exciting journey. We cannot wait to make the best use of our strategic know-how and creative prowess, to maximize their collaboration's potential and forge a successful route that will captivate audiences with engaging stories.”

A data-driven approach to marketing

The marketing campaign for Britannia The Laughing Cow will employ a comprehensive multi-touchpoint strategy to effectively reach our target audience. With a data-driven approach, the company will leverage digital platforms as the primary promotional channel. This will enable it to optimize its reach and engage its audience in a more personalized manner.  While digital platforms will be the core focus, the brand will actively engage with consumers through other mediums. The cheese category is often not prominently displayed at the store level, as the visi coolers or fridges are typically located inside the store. Consequently, the company will place a strong emphasis on retail branding to enhance product visibility and drive purchase intent.

Britannia Industries (BIL) and Bel Foods entered into a joint venture in December last year. Bel acquired a 49% stake in Britannia’s wholly-owned subsidiary in Britannia Dairy (BDPL). The entity thereafter is renamed Britannia Bel Foods. The products will be co-branded using the trademarks “Britannia” and “The Laughing Cow” and will be introduced in innovative formats, to ride on the fast-growing cheese category in the country.
Britannia is a 100+-year-old Company and is a market leader in the Bakery category in India with an annual revenue of Rs 140 Billion. The company is into 2 large snacking categories-Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis, and Nutrichoice. Britannia products are available in over 80 countries. The company manufactures its products in nearly 100 factories, which are made available in over 6 Million outlets to eventually reach 180 Million households in the country. Its vision is to be a responsible global, total foods company, and delight consumers with delicious, nutritious, and wholesome snacks and beverages throughout the day.  

The Bel Group is a world leader in branded cheese and a major player in the healthy snack market. Its portfolio of differentiated and internationally recognized brands includes products such as The Laughing Cow, Kiri, Babybel, Boursin, Nurishh, Pom’Potes, and GoGo squeeZ, as well as some 20 local brands. Together, these brands helped the group generate sales of €3.38 Billion in 2021. Some 11,800 employees in almost 60 subsidiaries around the world contribute to the deployment of the Group's mission to champion healthier and responsible food for all. Bel products are prepared at 29 production sites and distributed in nearly 120 countries.