Goa Khabar : Cheese is a versatile ingredient that brings joy to meals and elevates even the simplest dishes. Embracing this essence, Britannia The Laughing Cow Cheese has launched CheeseItUp.in, a unique content hub for cheese enthusiasts of all ages.
Curated in partnership with Mindshare and the Times Network, this digital hub aims to build a community for cheese lovers. It offers a wide range of information on various types of cheese, recipes, DIY videos, blogs, and more. CheeseItUp.in offers easy and snackable content that makes everyday meals tastier by incorporating different types of cheese from Britannia The Laughing Cow Cheese. Whether you want quick snack ideas or gourmet recipes, the platform offers engaging, user-friendly content, ensuring that the recipes are easy to follow. Users can easily save and download recipes that are tailored to their preferences.
In 2022, Britannia Industries and French cheese maker Bel Foods entered a joint venture and formed Britannia Bel Foods and launched the co-branded cheese portfolio as Britannia The Laughing Cow Cheese. The CheeseItUp.in platform is a step forward in making cheese a beloved and versatile ingredient in every kitchen.
Abhishek Sinha, CEO Britannia Bel Foods, and CBO Britannia Dairy, said, “CheeseItUp.in is Britannia The Laughing Cow Cheese’s effort for all cheese enthusiasts and novices who are constantly looking for gathering knowledge about the product category. After the joint venture between Britannia and Bel group, we began the journey of creating awareness about the category benefits, with borrowed learnings and expertise from the French conglomerate. We realised that as a nascent category in India, the awareness about cheese, its benefits, and usage is still limited and fragmented. We took up this challenge with our partners – Times Network and Mindshare to build an inclusive platform which could cater to this gap for all Indians.”
Commenting on the partnership, Rohit Gopakumar, CEO- ZENL & BCCL(TV Division) said, “Our endeavour is always to provide a balanced platform for both our audience and clients. The satisfaction of achieving brand objectives through targeted content offerings excites our team.
Amin Lakhani, CEO, Mindshare, shared, “CheeseItUp.in isn't just a platform, it's your fun and flavourful culinary playground! We want to make cheese a delicious and healthy part of everyday meal planning. We use real consumer data to craft healthy and inspiring recipes with Britannia The Laughing Cow cheese. It's connected commerce powered by content. Mindshare has architected a partnership between Britannia Bel Foods and Times News Network. Get ready to experience a whole new world of cheese-based creations! We are excited to see how this platform will revolutionise the way people enjoy Britannia The Laughing Cow cheese in their daily lives.”
