Maison de la Vache qui rit, Brand museum in Lons-le-Saunier, France
La Maison de La Vache qui rit is an exhibition space in Lons-le-Saunier covering about 2,200 m² and holding some 20,000 objects: posters, advertising cartons and gifts, labels and boxes from Groupe Bel. Its displays include a section on the brand's history and another on how the cheese is made.
Cheese production started here in 1921 and grew into a success across France and beyond. The museum was built years later directly on the original production site to preserve and tell this story.
The museum reveals how this French cheese brand became a household name and shaped eating habits across France through smart marketing and design. You can see how the red cow icon evolved and why it still resonates with people who grew up with the product.
The site works well for families since there is a playground and hands-on activities where you can learn about production. On-site dining and a shop make it easy to spend a few hours here without needing to leave for basic needs.
Many visitors miss that guided tours offer a look at old machinery and production techniques that reveal how things were made decades ago. This behind-the-scenes view contrasts sharply with the modern methods used today.
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