Blue cheese, pepper cheese and goat’s cheese with rosemary are the three new soft cheese variants from La Vache qui rit (‘the cow that laughs’ in English). Since February 2008, they have enriched the variety of cheese on offer in French supermarkets. Another novelty is their wrapping: k3 cups – the attractive solution for decoration and communication created by the innovative Austrian packaging enterprise Greiner Packaging.

Kremsmünster, February 2008. – Since 1921, La Vache qui rit produced by Fromageries Bel has been an integral part of French gastronomic culture.

Strong brand
The tasteful soft cheese is regarded as one of the most successful brands in Europe. It is now enjoyed in more than 120 countries. In its homeland of France, La Vache qui rit is one of the strongest brands in the country with a degree of brand awareness as high as 95 percent. The brand design is conveyed by a laughing cow wearing earrings. The earrings, in their turn, show the brand of La Vache qui rit – the laughing cow.

Highly elaborate cup dimension
Greiner Packaging has set a completely new packaging scene for three flavours from La Vache qui rit. Blue cheese, pepper cheese and goat’s cheese with rosemary have been filled in k3 cups made by Greiner Packaging. They hold 150 grams and are resealable. The size of the package has been designed to allow the cheese to be eaten in several portions.

Lid with additional utility
The new packaging’s closure is a thermoformed lid made of pre-printed foil. In addition, it is decorated with a label matching the design. Thanks to the lid, the soft cheese keeps fresh even after multiple opening and closing. Its design is perfectly coordinated with the look of the cup. For individual flavours, the lid is decorated with a leporello which has the function of a label and offers product information.

Corporate data
Greiner Packaging is one of the leading companies in the European packaging industry. In 2006, the company achieved annual sales of EUR 290.9 million or 30.3 percent of the total Greiner Group sales. Greiner Packaging employs a workforce of 2,584 employees at 21 production sites throughout Europe.