National, 07 January 2026: What if snack time didn’t have to be a trade-off, yet could feel creamier, tastier, and satisfying, without extra effort? Britannia The Laughing Cow invites consumers to look at snack time differently with the launch of its “Snacking Ka New Angle” campaign. At the heart of the campaign are Britannia The Laughing Cow Cheese Triangles, positioned as a convenient, on-the-go snack that can be enjoyed on its own.
Traditionally associated with cooking or enjoyed as an accompaniment, cheese is now stepping into a new role as an everyday snack. Britannia The Laughing Cow Cheese Triangles are crafted to meet everyday snack-time expectations and are creamy, deliciously soft and perfectly portioned, making them suitable for moments when taste cravings and mindful choices need to come together. With an easy-to-open, non-messy triangular format, the cheese triangles can be enjoyed at home, at work, or on the go, without any additional effort.
Backed by global cheese-making expertise and tailored to Indian tastes, they are known for their soft, creamy texture and rich flavour. Enriched with five essential nutrients, including protein, calcium, and vitamins A, D, and B12, they fit naturally into everyday routines, helping to pioneer a cheese snacking culture in India beyond traditional usage occasions.
Bringing this idea to life is the brand’s latest film, conceptualised by Schbang. Set in a familiar household moment, the film uses light humour and the geometry of the cheese triangle to highlight a simple shift in perspective, where snack-time decisions no longer feel like a tussle. The film shows how the cheese triangle becomes a clever solution that satisfies multiple expectations at once, making snack time easier and more enjoyable.
Commenting on the campaign, Nandita Kamath, CMO, Britannia Dairy “Everyday snacking often comes with small negotiations at home, where taste preferences meet a need for mindful choices. With ‘Snacking Ka New Angle’, we are contributing to this reality by reimagining cheese triangles as a ready-to-eat snack that can be enjoyed on its own, fitting seamlessly into everyday moments. Britannia The Laughing Cow Cheese Triangles reflect our commitment to quality, value, and innovation, shaped by global expertise and local understanding.”
Puru Agarwal, Creative Director, Schbang “Snack time is one of those everyday moments where moms are constantly navigating choices for their kids. This campaign taps into that reality and shows how a simple product innovation, like the cheese triangle, can make those moments feel easier and joyful.”
With ‘Snacking Ka New Angle’, Britannia The Laughing Cow brings a fresh perspective to everyday snacking by transforming cheese from an accompaniment into an enjoyable snack experience.
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About Britannia Bel Foods Pvt. Ltd
Britannia Industries Ltd (BIL) and Bel Group entered into a joint venture in December 2022. Bel acquired 49% stake in Britannia’s wholly owned subsidiary in BDPL (Britannia Dairy Private Limited). The entity thereafter is renamed as Britannia Bel Foods Private Ltd. The products will be co-branded using the trademarks “Britannia” and “The Laughing Cow” and will be introduced in innovative formats, to ride on the fast-growing Cheese category in the country. Currently, Britannia The Laughing Cow offers different formats in the country namely Cheese slices, blocks, cubes, Cheese portions and sachets.
https://cheeseitup.timesfoodie.com/
About Britannia Industries Ltd:
Britannia is a 100+ year old Company and is a market leader in the Bakery category in India with an annual revenue of Rs 165 Billion. The company’s two focus categories include - Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis & Nutrichoice. Britannia products are available in over 80 countries. The Company manufactures its products in nearly 100 factories, which are made available in over 27 lakh outlets to eventually reach over 180 Million households in the country. The Company's vision is to be a responsible global, total foods company, and delight consumers with delicious, and wholesome snacks and beverages through the day.
For Media Queries, kindly contact
Aarushi Maheshwari: media@britindia.com; aarushim@britindia.com
Chaitali Dave: chaitali.dave@dentsu.com
