UK: Arla launches Lactofree soft cheese
Arla Foods has extended its Lactofree dairy range in the UK.
The brand portfolio, which already includes a hard cheese, yoghurts and whole and semi-skimmed milk, will now include a soft cheese.
Arla launched the Lactofree soft cheese exclusively in Sainsbury's this month and is available in 200g tubs at GBP1.34 (US$1.91).
All products in the range are produced using cows' milk that has been filtered to remove the lactose.
Samantha Glassford, brand manager for Lactofree, said: "We are always looking to give customers with lactose intolerance more choice in their diets, and are really excited to be launching a soft cheese. It looks, tastes and has the same cooking properties as the standard dairy version, just without the lactose - so we expect it to be as popular as the rest of the products in the range."
The launch will be promoted through a digital campaign, quoting "Lactofree superstars" - fans with famous namesakes, the company said.
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