Bel UK has launched a 16-portion 280g pack of The Laughing Cow Extra Light cheese.

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The company said that the move will fill a niche in the low-fat dairy category in the UK, as the Extra Light variety contains 3% fat and 20 calories per portion.


“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,” Jean-Paul Pelaez, head of category management at Bel UK, said.


Pelaez said the launch would benefit from increased brand awareness following the GBP3m (US$4.5m) advertising campaign in 2008.


“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,” Pelaez added.

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