Hyderabad, 8th August 2024: 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 of 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 to gather 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 realized that as a nascent category in India, the awareness about cheese, its benefits, and its usage is still limited and fragmented. We took up this challenge with our partners – Times Network and Mindshare to build an inclusive platform that could cater to this gap for all Indians.”
Commenting on the partnership, Rohit Gopakumar, CEO- of ZENL & BCCL(TV Division) said, “Our endeavor 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. Britannia has consistently led the way in creating cutting-edge communication ideas for its various products. This partnership between Britannia The Laughing Cow Cheese and Times Network Digital platforms will undoubtedly break new ground in the cheese category. Collaborating with Britannia and Mindshare to introduce a new and innovative concept that marries content with brand thought leadership is the way forward for deep audience engagement. It’s time to CHEESEITUP!”
Speaking on the partnership, Rohit Chadda, President & COO – Digital, Times Network said, “Content-driven commerce strategically integrates content into the shopping process to provide customers with the highest quality experience. Times Network Digital has the largest base of premium, influential audiences in the country across news & lifestyle categories. Our brand TimesFoodie.com, an industry-leading platform in food content, is the perfect partner to create such a food destination for Britannia. The idea of ‘CheeseItUp.in’ is to instill product knowledge and usage, while also taking an innovative approach to ecommerce that directly drives revenue for the brand.”
Amin Lakhani, CEO, of 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 revolutionize the way people enjoy Britannia The Laughing Cow cheese in their daily lives.”