The Laughing Cow, a brand of Chicago-based Bel Brands USA, says it reformulated its cheese wedges. The new recipe packs more calcium, creaminess and flavor into each wedge. The reformulated creamy wedges are available in eight-packs in dairy and deli aisles nationwide. They have a suggested retail price of $3.29-$4.79.

In addition to launching a new recipe and new packaging that highlights its iconic logo, The Laughing Cow said it is launching an ad campaign throughout the year that will inspire people to choose to laugh at life.

“We want to inspire people to choose to laugh at life. That’s our vision and what drives us forward every day,” says Johnni Rodgers, brand director for The Laughing Cow. “As a nearly 100-year-old brand and mascot with decades of laughter behind us, The Laughing Cow wants to inspire people to choose to laugh at life alongside her.”

The brand’s advertising campaign — “Because It’s Better to Laugh” — debuted on the Nasdaq and Thomson Reuters billboards in Times Square. Featuring a new look for the The Laughing Cow logo, the campaign will be amplified across out-of-home, digital, social media and public relations channels beginning this month. In conjunction, product sampling will also take place at various athletic and entertainment events across the United States, The Laughing Cow says.