Rachels - tapping into the free-from trend.

Rachel's - tapping into the free-from trend.

Lactalis-owned UK yogurt maker Rachel's is tapping into the free-from trend with the launch of what it suggests is the first-ever organic, lactose-free yogurt.

The Aberystwyth-based firm will launch the new range - which includes natural and strawberry flavours - in October.

Rachel's said it is responding to an increasing demand from consumers to provide free-from products that do not "compromise" on taste or quality.

It points to research that while only 4.7% of the UK population are lactose intolerant, some 65% of consumers have previously bought a free-from product, with 28% stating it is a lifestyle choice.

Daniel Wheeler, marketing manager at the Lactalis Nestle Chilled Dairy venture that oversees the Rachel's business for the French dairy giant, said: "In light of the increasing number of consumers seeking free-from products, here at Rachel's we were keen to broaden the appeal of this type of yogurt to a wider audience. 

"We wanted to reach those who may have been reluctant to try them before due to their underwhelming taste and flavour, by bringing to market the first organic and British and big pot yogurt range.

"The lactose-free category is currently under-developed with limited options available for those that are lactose intolerant or simply looking for ways to avoid foods which contain lactose. With many of these consumers being advocates of natural, organic and unprocessed foods, Rachel's is a natural fit, bringing a touch of luxury to this growing sector."
 
The natural and strawberry flavours will be launched from 16 October, with a RRP of GBP1.89 (US$2.44) for a 450g pot.