Arla Foods is showcasing its Lactofree milk brand on TV for the first time this month in a £3m ad drive.
The two-year-old brand is hoping to educate the 15% of the population that it claims has a degree of lactose intolerance.
The TV campaign, created by Euro RSCG London, is designed to play on the fun associations of the brand, and presents it as a real milk alternative for those who currently cut dairy out of their diets.
A press campaign across key women's titles and an overhaul of its website will support the campaign. "This is the first time Lactofree has had TV exposure, so we have high expectations of the resulting sales increase," said Arla Foods brand manager David Cherrie.
The brand has added Somerfield to its multiples listings, following annual growth of 185%, said Arla.