Bel Egypt Hotline, branches

In 1921, Léon Bel trademarked The Laughing Cow®, a product new to France at the time owing to its original recipe, soft texture, individual portion presentation, triangular format and packaging.
By commissioning Benjamin Rabier, the famous animal illustrator, to draft the red cow, Léon Bel proved to be an advertising innovator as well. He thus began building the unique bond between his new brand and consumers.