Futura Foods has launched labneh under its Yamas brand into Tesco stores.
The labneh (rsp: £1.99/200g) is made in Greece using pasteurised cows milk with a “light, tangy twist”.
The brand said it was a Mediterranean “best-kept secret” but “reimagined for modern British kitchens” to be a versatile ingredient “to elevate everyday dining”.
“We’re thrilled to introduce Yamas Labneh to our growing portfolio, marking an exciting step in bringing authentic, high-quality Mediterranean dairy to more tables,” said Rhian Newman, marketing lead at Futura Foods. “Labneh is at the heart of emerging continental dairy trends, from health and convenience to sharing, social eating and premiumisation.
“Already beloved in Greece for its velvety texture and fresh, creamy flavour, we believe it’s set to become a staple in British fridges too.”
Futura Foods said it could be paired with crusty bread, salads or fruit at breakfast.
The brand is partnering with Great British Chefs in a campaign designed to inspire consumers to whip up new labneh creations including in-store activations, a labneh recipe hub and a social reel.
There is also an online competition to give shoppers the chance to win one of 10 Yamas hampers.
“With our Great British Chefs partnership, we’re not just supporting the launch, we’re inviting consumers to discover a whole new way to cook, dip and spread this exciting new product,” said Newman.
It launched into Tesco on 12 May.
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