Alternative dairy brand Lactofree is launching a soft cheese to capitalise on the growing market for products for the lactose-intolerant. The new cheese is launched in Sainsbury's this month, priced at £1.34 for 200g tubs. It is made using cows’ milk filtered to remove the lactose and was developed following research showing cheese was the “most missed” foodstuff among the lactose intolerant, according to manufacturer Arla. Celebrity chef Lesley Waters has been recruited to create recipes online.