The Laughing Cow still and more than ever embodies pleasure, joy and energy to give to children. But the icon has reinvented itself in recent years and speaks just as much today to adults. To sports fans in particular. Son message ? Boldness in effort and solidarity, like the La Vache Qui Rit Réunion team, a brand new team of amateur athletes who are starting to make a name for themselves.
Disney heroes and The Laughing Cow, together ! At the start of the 2024 school year, it will be the fourth year that Disney characters breathe their energy into children who love Kiri and The Laughing Cow on their way to school.. But for adults too, The Laughing Cow and her smile do good. Here, heroes of the moment, these are… amateur athletes, volunteers of the very young team La Vache Qui Rit Réunion. There are around twenty of them. Young and old. They showed off their jerseys in public last month. Ten athletes wearing the colors of La Vache Qui Rit Réunion were at the start of the Grand Raid. A few days earlier, the team made itself known at the Clash of Magma Réunion, a CrossFit event. She is participating in CrossFit Overseas this month, then at the SwimRun Reunion, event alternating swimming and running from the Saint-Paul pier to Saint-Leu, whose brand is a partner. These twenty local amateur athletes will now wear the colors and values of La Vache Qui Rit in training and in competitions..
Encourage the enjoyment of sport
The creation of the La Vache Qui Rit team dates back to March. After a call for volunteers, three selections made it possible to form an original team. Its difference ? She does not seek to win at all costs. With members aged 19 to 56, it mixes sporting levels. His three specialties : the trail, triathlon and CrossFit. “We are a balanced group where the best help the others, each with their experience and their preferred field. The aim is to promote participation, the sharing. What we want, it’s about encouraging people to have fun doing sport.”, pleads Géraldine Le Merrer, head of Indian Ocean-Pacific export zone of the Bel group, triathlon champion, at the origin of this initiative and leader of the group. The team is supported by local sports equipment manufacturer Run Green. The La Vache Qui Rit Réunion team declines “coopetition” (cooperation and competition) in sports mode. An invitation to see and practice sport differently. “A brand new team will be born in 2024, warns Géraldine Le Merrer. She will give, we hope so, I want others to join us in 2025.”
Competitions, testimonials, animations : the La Vache Qui Rit Réunion team can be found and followed on Instagram (@lavachequirit_reunion)
THE COW THAT LAUGHS ON THE GREAT RAID :
DANONE MEETING : THE OTHER TEAM OF THE LAUGHING COW
Danone Reunion, it’s more than thirty years of history in Reunion. A story that begins in 1988 with the signing of a franchise agreement between Sorélait, subsidiary of the GBH group, and Danone. The first Danone yogurts produced in Reunion leave the factory two years later. Gradually, as it develops, Danone Réunion has continued to expand its portfolio to become, notably, distributor of Bel products. Explanations by Damien Giroussens, commercial director.
What is the Danone Réunion portfolio made up of? ?
Danone Reunion, Today it is the Danone range that everyone knows, which includes locally produced yogurts. But it is also the distribution of other renowned French brands of dairy products and fruit juices., brands which are also very popular with Reunion Islanders. Among these brands, those of the Bel group are supported by a powerful trade branding that we relay. They hold a special place for us.
How long have you been distributing Bel brands? ?
Since April 2021, we market products from all brands of the Bel group, the most famous of which are The Laughing Cow, Kiri et Babybel. It is a real pride for Sorelait to be the representative of products so well known and recognized by all Reunion consumers..
Bel is associated with Disney heroes, and locally the brand is involved in sport. Do these dynamics stimulate you ?
Absolutely. The Danone Réunion sales force has boosted the Bel brands in GMS around these strong themes of Marvel and Disney. They have allowed us to be considered one of the reference partners in ultra-fresh products.. We are also happy to be able to share common values on a daily basis with the Export Bel team., via team building or sporting events such as the SwimRun Réunion.
