For the first time in 100 years, The Laughing Cow, the beloved mascot behind Babybel's cheese brand of the same name, has stopped laughing.

The company recently changed the packaging on The Laughing Cow branded cheese to show the lovable red cow with a big frown, but for now, they're keeping the reason that she stopped laughing a big secret.

So, what's up with the Not Laughing Cow and how did she become a meme? Here's what we know.

@thelaughingcowus

Laughing is in her name. But for the first time in 100 years, The Laughing Cow isn't laughing. #thenotlaughingcow #latenightthoughts #newlook

♬ original sound – The Not Laughing Cow

Why Did The Laughing Cow Stop Laughing?

Babybel, the company behind The Laughing Cow brand of cheese, announced on September 22nd, 2026, that its mascot has stopped laughing for the first time in 100 years. As of that date, you can now find The Laughing Cow branded cheese with a new logo, showing the cow with a frown on her face.

Along with the announcement came a few TikTok videos that show The Laughing Cow sadly looking out a window and swinging on a swingset.

While The Laughing Cow is now officially sad, we do not yet know why she's so sad. The company is teasing a big reveal, but a week after the campaign launched, we are no closer to understanding why The Laughing Cow isn't laughing.

@thelaughingcowus

For over 100 years, she's been The Laughing Cow. Today, she's not laughing. #thenotlaughingcow #newlook

♬ original sound – The Not Laughing Cow

How Is 'The Not Laughing Cow' Used In Memes?

The Not Laughing Cow marketing campaign has become a big meme across social media. Because we don't know why The Laughing Cow stopped laughing, people are now filling in the blanks for themselves and imagining funny reasons why the cow might have stopped laughing.

Many people are making memes that poke fun at The Laughing Cow's sudden change in emotions. These memes include edits that place The Not Laughing Cow in unfunny situations, depict her as doom-and-gloom characters and poke fun at The Laughing Cow for being vague about her emotional distress.

What Are Some More 'The Not Laughing Cow' Memes?

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For the full history of The Not Laughing Cow, be sure to check out Know Your Meme's encyclopedia entry for more information.