The Laughing Cow Celebrates 50 Years of Smiles and Sharing in Mauritius

For fifty years, The Laughing Cow has been a part of the daily life of Mauritians. With its unique taste and recognizable triangular shape, this cheese has crossed generations to become a true icon of joy and sharing. On November 5, 2025, the Innodis Group, a long-time partner of the Bel Group, celebrated this anniversary at an event held in Casela.

Undoubtedly one of the most recognizable symbols in the world, its red color, wide smile, and earrings make it an instantly identifiable face, whether you're five or fifty years old. Born in France over a century ago, The Laughing Cow has won over the globe with its creamy texture and delightful flavor. Introduced to Mauritius in the 1970s by Innodis, it quickly captivated local consumers and became a staple for several generations. School snacks, picnics, or family meals, the cheese has accompanied many simple yet precious moments, forging a lasting bond with the Mauritian people.

Today, the Mauritian cheese market is experiencing steady growth, driven by the diversification of tastes and a growing interest in these products. With annual import volumes ranging from 350 to 400 tons, The Laughing Cow remains one of the island's most popular cheeses, a symbol of trust and closeness for fifty years. The brand is available in all hypermarkets and supermarkets and also ensures direct distribution to traditional shops and small vendors, especially during promotional campaigns.

A Piece of National Emotional Heritage

To celebrate this anniversary, Jacques Gabrielli, General Manager for SSA (Sub-Saharan Africa), LATAM (Latin America), and Overseas for the Bel Group, visited Mauritius with several members of the management team. Their visit was filled with highlights: store visits with the local sales team, meetings with partners in large-scale distribution, a team-building activity at Gravity Max, a dinner with staff, and a tour of the dry goods warehouse in Trianon, showcasing the efficiency of the local logistics chain.

"Behind this success lies a human and collective adventure — a strong and enduring partnership between Bel and Innodis, founded on shared values: quality, consistency, and respect for the people we serve. Together, we have built an exemplary relationship where industrial rigor and local passion meet to serve a common goal: to provide Mauritian families with healthy, accessible food that fosters conviviality," said Jacques Gabrielli.

According to him, the longevity of The Laughing Cow is based on its universal message of sharing and closeness: "The Laughing Cow is above all a generous brand, deeply rooted in the lives of local communities. Since its inception, it has accompanied daily moments and woven a bond across generations. In Mauritius, it is part of the national emotional heritage."

Innodis: Over 50 Years of History in Mauritius

It’s worth noting that what we now know as the Innodis Group started in 1973 under the name Mauritius Farms Ltd, a modest family business. Looking back, it is remarkable how far the company has come: in just a few years, it became a major player in food production and distribution in Mauritius, establishing sustainable partnerships with some of the largest international companies.

In this context, The Laughing Cow was introduced to Mauritius. Since the 1970s, the flagship cheese of the Bel Group has been a companion to snacks, picnics, and family meals, establishing itself as a true daily companion. Innodis has ensured the brand's development on the island, making it available in all points of sale and strengthening its closeness to consumers. "For fifty years, The Laughing Cow has been part of the daily life of Mauritians. It’s not just cheese; it’s a piece of our shared history, a bond of affection and trust. Our collaboration with the Bel Group is based on shared values — quality, innovation, and proximity to consumers," emphasized Jean-Pierre Lim Kong, CEO of Innodis.

A Shared Commitment to Solidarity

Beyond the commercial relationship, Bel and Innodis pursue a strong social commitment. For several years, Innodis has supported FoodWise through regular donations of food items, including The Laughing Cow products, enabling various organizations to distribute meals to those in need.

During the Bel Group's visit, a check presentation ceremony for Rs 100,000 was organized for FoodWise, illustrating the continuity of a partnership based on solidarity and sharing. This amount will soon be turned into food donations to support the association's initiatives for the underprivileged.

On this 50th anniversary, the Bel Group and Innodis reaffirm their commitment to healthy, sustainable, and accessible food for all. New projects are in the works to strengthen local presence, encourage educational initiatives, and meet the expectations of new generations of consumers — with the same smile shared for fifty years.

A Cultural Icon

The Laughing Cow is much more than cheese: it is a true cultural icon, recognized worldwide for its unique story and the iconic logo created by Benjamin Rabier. The brand was launched in 1921 by Léon Bel, and its name comes from a humorous nod: it referred to Léon Bel’s military trucks during World War I, which were nicknamed after the character "Walkyrie" from Wagner's opera. In 1924, the packaging was redesigned to include the earrings, an idea from Léon Bel's wife to distinguish the cow as a dairy figure. Since then, The Laughing Cow has conquered the world and is now present in 136 countries, adapting its recipe and name to local cultures — for instance, as The Laughing Cow in the UK — while maintaining its joyful and universal identity.