We all know that cheese stinks

So, why do we want to eat it? There must be some kind of logical answer. Well, there is… but it’s not necessarily a simple affair.

First of all, there are many people who love cheese. But there are also a great number of folk—roughly 6% of French society—who simply hate the stuff. So, what’s happening? Click here to access a French-language article and video on this subject.

Neuroscientists at the CNRS in Lyon and a biology laboratory in Paris have published a study, here, indicating that your appreciation or your hatred of cheese depends upon a small like/dislike gadget in the centre of your brain known as your globus pallidus. When your tastes are normal, the pallidus turns on a like icon. If not, it turns on a dislike icon. Now, insofar as your pallidus seems to work a little as if it were using FaceBook, I suggest that we refer to this cerebral organ as your CheeseBook gadget.

The Laughing Cow

This brand of processed cheese has always been very popular in France, particularly among children.

Everybody loves the crazy trademark of a bright red cow—with a white muzzle and horns, and large packet-shaped earrings (like the circular boxes in which the cheese is supplied)—that is clearly laughing... for reasons that nobody really knows. The product is 95 years old. Every day, in 120 countries throughout the world, ten million wedge-shaped portions of this cheese are eaten. The first box, created when this cheese was being delivered to French troops in World War I, was associated with the term whose pronunciation sounded, to the ears of French soldiers, like the enemy's term Valkyrie.

Click to enlarge slightly

Early versions of the circular cheese boxes were in fact metallic.

Everything about this product is associated with laughter and joy. So, it's a fabulous French marketing success, appreciated throughout the entire world.