The Laughing Cow isn't laughing anymore.
Starting Sept. 22, grocery shoppers may notice a difference in The Laughing Cow logo. The brand of processed cheese products, popular for its cherry-red cow beaming a toothy grin, has gone serious.
Beyond the changed facial expression, the new Laughing Cow packaging features a QR code customers can scan next to a "we need to talk" call to action.
"The Laughing Cow has spent more than 100 years reminding us not to take life too seriously, so when she suddenly gets serious, you pay attention," Bel Brands chief marketing officer Jamee Pearlstein said in a news release. "Whatever finally got to her must be worth talking about. We’ll let her explain when she’s ready."
Bel Brands did not clarify how many packages
of The Laughing Cow cheese would be impacted by the logo change when contacted by USA TODAY on Sept. 21.
Why did The Laughing Cow stop laughing?
As of Sept. 22, Bel Brands did not share why The Laughing Cow is serious.
Customers encouraged to join in on the speculation
To get shoppers involved, The Laughing Cow launched a website called thenotlaughingcow.com, where customers are encouraged to speculate about the campaign and follow along for updates.
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@usatoday.com.
This article originally appeared on USA TODAY: Here's why your Laughing Cow cheese isn't laughing anymore
