The new packaging carries the name "The Not Laughing Cow" and the message "We need to talk," according to a press release by Bel Brands USA, which owns the brand.

Laughing Cow cheese's new packaging (L) and its original packaging in the U.S. Photos from the company's website

"The Laughing Cow has spent more than 100 years reminding us not to take life too seriously. So when she suddenly gets serious, you pay attention," Jamee Pearlstein, chief marketing officer at Bel Brands, U.S. Cheese, said in a press release.

The firm also teased that it will eventually disclose the reason why the cow has stopped smiling.

The design is temporary and not a permanent logo or packaging change, it told Fox News.

The new packages began appearing at select stores across the U.S. on Tuesday, as reported by USA Today.