The Laughing Cow has expanded its brand with the launch of a new plant-based alternative to its cheese portions.

Packaged in Laughing Cow’s distinctive triangle-shaped pieces, the Bel-owned brand claims to be the first UK firm to have introduced plant-based alternative cheese in portions.

The new Vegan Society-approved product, which is launching in Asda and Sainsbury’s, is made from almonds and aims to deliver the same “spreadable texture” of the original version.

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The Laughing Cow senior brand manager Oliver Richmond told The Grocer: “Reflective of our ongoing diversification of the Bel UK portfolio to enrich its fruit and plant-based ranges, meeting consumer needs and giving consumers the opportunity to reduce carbon impact, we’re delighted to unveil The Laughing Cow Plant-Based.

“Enabling us to establish ourselves in a new category and allowing more consumers to enjoy the world of The Laughing Cow, the launch is designed to satisfy the growing consumer need for more plant-based products.”

The new vegan alternative follows Bel UK’ introduction of a plant-based variant of its Babybel brand in January 2022.