Arla targets the health-conscious with £3m lactose-free ‘milk’ ads

Arla Foods, the dairy product manufacturer, is launching what it claims is the UK’s first lactose-free “milk”. The new brand, called LactoFree, will be supported by a &£3m advertising campaign.

The dairy drink, to be launched later this week, is aimed at consumers who suffer from lactose intolerance, which Arla estimates is up to 15 per cent of the UK.

The campaign, created by Euro RSCG Biss Lancaster, will have the strapline: “Are you Missing Something?”.

It will target healthcare professionals, as well as health-conscious consumers and those with allergies. It will break later in the year.

Arla Foods innovations project manager Arun Prabhu says that lactose-free products are a “long-awaited and necessary” addition to the market. He adds: “It gives choice to many people suffering from lactose intolerance who have to do without dairy products due to the effects of bloating and diarrhoea.”

The dairy market has moved towards functional products in recent years. There has been growth in the pro-biotic category, and last year saw the launch of the first milk with added Omega-3 under Dairy Crest’s St Ivel brand.

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