Arla Foods is to launch a TV advertising push in the UK for dairy drink Lactofree.

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The campaign is part of a GBP3m (US$5.9m) marketing investment behind the brand, which is aimed at consumers who are intolerant to lactose.


Brand manager David Cherrie said: “This is the first time Lactofree has had TV exposure, so we have high expectations of the resulting sales increase.”


The drink, which contains just 0.05% lactose, is on sale in supermarkets including Tesco, Asda and Waitrose.

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