Britannia The Laughing Cow has introduced a new campaign titled ‘Snacking Ka New Angle’, aimed at reframing how cheese is consumed in India. The campaign centres on Britannia The Laughing Cow Cheese Triangles, positioning them as a convenient, standalone snack rather than an ingredient or side used primarily in cooking.
The campaign challenges the long-held perception of cheese as something that requires preparation or pairing. Instead, it presents cheese triangles as ready-to-eat, portion-controlled snacks that fit into everyday routines. The product’s triangular format, easy-to-open packaging and non-messy consumption are highlighted as functional benefits for consumption at home, work or on the move.
Traditionally, cheese consumption in India has been linked to recipes, spreads or accompaniments. Britannia The Laughing Cow is attempting to shift this behaviour by aligning cheese with snack-time occasions that are typically dominated by packaged savoury products. The campaign positions cheese triangles as creamy, soft and satisfying, aimed at moments when consumers seek taste without additional effort.
The product is backed by global cheese-making expertise while being adapted to Indian taste preferences. By nutritionally framing the presence of five essential nutrients—including protein, calcium, and vitamins A, D and B12—it is attempting to place cheese within conversations around mindful snacking, without directly competing with traditional health-led snack categories.
The campaign film focuses on everyday snacking moments, emphasising ease and familiarity rather than indulgence or novelty. By doing so, the brand is attempting to normalise cheese as a daily snack rather than an occasional treat or recipe input.
The campaign reflects a broader shift within packaged food brands towards expanding usage occasions rather than introducing entirely new formats. By repositioning an existing product for a different consumption moment, Britannia The Laughing Cow is seeking incremental growth through habit change rather than category expansion.
‘Snacking Ka New Angle’ also signals an effort to build a cheese snacking culture in India, moving beyond traditional Western consumption cues. The campaign’s messaging focuses on routine integration rather than aspiration, aligning with evolving consumer expectations around convenience, portion control and everyday nutrition.
