Arla is hoping to capitalise on the gut health trend after expanding its Lactofree portfolio with a new range of yoghurts.
The single-serve Lactofree Yogurt+ joins the brand’s existing milk, butter, cheese and multipack yoghurt lineup and is available in 150g pots in vanilla, blueberry and mango flavours (rsp: 95p).
Made by Arla in Finland, the yoghurt is low in fat, high in vitamin D and comes in fully recyclable packaging. The range went on sale exclusively in Morrisons yesterday (9 November).
The launch followed a 14.5% year-on-year value sales increase and a 16% volume increase for free-from yoghurt [Nielsen 52 w/e 3 October] said Lactofree senior brand manager Rebecca Allen.
“The huge rise of in-home consumption as a result of the pandemic has led to total category growth in free-from,” she added.
“We are also seeing a real trend at the moment with consumers for general wellness and gut health products, so the addition of Lactofree Yogurt+ to our total range allows us tap into these trends whilst broadening the choice in lactose-free products.”
Extending the range into yoghurt and into new occasions such as snacking would allow the brand to “enable more people to enjoy the goodness of real dairy but without the lactose”, she added.
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