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The Laughing Cow family of products, which includes such portion-controlled snack cheeses as Mini Babybel cheese and The Laughing Cow cheese wedges has launched the “Life Well Laughed Project,” which, with the help of cheese fans across the United States, will enable the brand to donate up to $500,000 to health-and-wellness programs.
“The Laughing Cow has a mission to make healthy living more delightful,” explained Jon Swadley, marketing director at the brand’s parent company, Chicago-based Bel Brands USA. “We’ve taken that one step further with inspiration from the First Lady’s ‘Let's Move’ initiative to create the Life Well Laughed Project, which seeks to motivate, educate and support communities across the nation to live healthier lifestyles for our kids. We believe in infusing fun into sensible living and, through the Life Well Laughed Project, we’ve partnered with organizations that share our goal.”
Through July 15, consumers can visit LifeWellLaughed.com, enter the UPC code found on the outside of the packaging of The Laughing Cow cheese wedges and/or Mini Babybel cheese, and the brand will make a $1 donation to aid health-and-wellness initiatives. The Laughing Cow has committed to a minimum donation of $250,000, but with consumer participation in the project, hopes to realize a top donation of $500,000.
Consumers can check the website to learn more about the project or to track the progress of the donations during the campaign.
Bel Brands USA Inc. is a subsidiary of Fromageries Bel, a family-owned cheese maker based in Paris that produces more than 30 local and international cheese brands sold in more than 120 countries.