R&R Ice Cream is to launch what it claims is the first lactose-free, dairy ice cream in the UK.
UK ice cream maker R&R said it has entered into a licencing agreement with Arla Foods to produce ice cream under the dairy giant’s Lactofree brand, which targets lactose-intolerant consumers.
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The ice cream will initially be available in vanilla at the beginning of March through Tesco, Sainsbury’s, Asda and Waitrose stores. A one-litre tub will have an RRP of GBP3.49 (US$5.47).
Charlotte Hambling, senior marketing manager at R&R, said: “A key part of our NPD strategy for 2012 is focussed upon building on recognisable consumer brands and meeting consumers’ evolving needs by introducing new innovation to the category which will drive incremental sales.”
A GBP2m marketing campaign including TV, digital and social media activity, will support the launch.
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By GlobalData
