Yoghurt brand Rachel’s is entering the free-from category with the launch of a new range of organic lactose-free yoghurts.
Two flavours will be available in Sainsbury’s from 16 October: natural and strawberry (rsp: £1.89/450g). A third peach flavour will also launch later this year with listings yet to be confirmed.
The brand claims this is the first British-made lactose-free yoghurt available in the UK, and will tap into the trend of consumers choosing free-from as a lifestyle choice.
Almost 80% of shoppers now buy products in the free-from aisle, which has added 38.5% value growth to the category over the past year [Kantar Worldpanel 52 w/e 26 February 2017].
Rachel’s hoped to “broaden the appeal” of lactose-free yoghurts, said Daniel Wheeler, marketing manager at Lactalis Nestlé Chilled Dairy. “The lactose-free category is currently underdeveloped, with limited options available for those that are lactose intolerant or simply looking for ways to avoid foods which contain lactose,” said Wheeler.
“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 big pot yoghurt range.”