Bel UK is targeting mums by almost doubling the amount of calcium in its Laughing Cow Original cheese triangles.
The recipe has been reformulated so it now contains 600mg of calcium per 100g serving, up from 340mg previously. The move means Laughing Cow Original now contains more calcium than rival Dairylea, which contains 380mg of calcium per 100g in its regular triangles and 523mg in its light triangles.
Laughing Cow Original triangles already had good health credentials as they were individually wrapped and offered portion control, according to marketing director Ian Greengrass. Upping the calcium content gave shoppers a further reason to buy into the brand, he added. "The reformulation is a great example of Bel UK's commitment to innovation with consumer needs at the centre of our decisions to evolve our brands."
The recipe has been reformulated so it now contains 600mg of calcium per 100g serving, up from 340mg previously. The move means Laughing Cow Original now contains more calcium than rival Dairylea, which contains 380mg of calcium per 100g in its regular triangles and 523mg in its light triangles.
Laughing Cow Original triangles already had good health credentials as they were individually wrapped and offered portion control, according to marketing director Ian Greengrass. Upping the calcium content gave shoppers a further reason to buy into the brand, he added. "The reformulation is a great example of Bel UK's commitment to innovation with consumer needs at the centre of our decisions to evolve our brands."
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