A fat-free soya milk is hitting shelves this month to draw in skimmed milk users looking for a skinny soya alternative.

So Good Fat Free, which the eponymous producer claims is the first fat-free soya milk in the UK, blends filtered water and soya protein with vitamins, calcium and iron.

Available in chilled and UHT one-litre cartons, it promises fewer calories, more calcium and more nutrient-enhancing ingredients than skimmed and semi-skimmed milk and has an rsp of £1.39.

"We know from our research that there is a huge demand for a genuine fat-free soya milk, especially among skimmed milk users," said marketing director Daniel Derrick.

"By offering a real alternative to skimmed milk, the opportunities to increase retail margins on sales of So Good Fat Free far outweigh those of skimmed milk."

Derrick predicted that the newcomer, which has listings in all the multiples, would clock up sales of £4.5m in its first year.

The dairy alternative market is now worth £87m, up 7%, according to Nielsen [MAT to 24 March, 2007].

But Derrick believes that it still has a long way to go to fulfil its full potential, with only one consumer in 10 buying into the category.

He said the crucial factor for growing the category was for retailers to allocate more shelf and chiller space.

Supermarket buyers are pretty enthusiastic about So Good's new line.

"The fat-free offering is a great opportunity to meet the evolving needs of customers and will further develop this market," said Guy Welford, Somerfield's dairy buyer. 

"Penetration of soya is still low and there is much to go for if a clear point of difference is available."

However, Welford also warned that cannibalisation was likely, and said structured marketing activity would be critical in enticing new customers into buying the product.

The launch is being supported by a £2m marketing push kicking off in June including television, national press, outdoor posters and sampling.

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