Lactofree has launched a nationwide press campaign to raise awareness of lactose-intolerant shoppers.

The £1.3m campaign, running exclusively in the Metro newspaper, features illustrations to help people recognise its symptoms.

Lactofree claimed one in seven people in the UK was affected by lactose intolerance and said it hoped the campaign would encourage trial of its products.

The Lactofree range includes semi-skimmed and whole variants of fresh and UHT milk, as well as yoghurts and cheeses.