Pure has launched a new range of soya alternatives to cheese to meet growing demand from the ‘free from’ market. Pure Dairy Free Soya slices went into Asda last week and in early April Pure Soft & Creamy spread was launched in Tesco (rsp: £1.69 for both).

Consumer awareness of exclusion diets was growing as food intolerance became more common, according to Kerry Foods, with the lactose-intolerant market now worth £120m.

In the past year, Pure’s core dairy-free spreads have grown 20% to £7m [Nielsen, 52w/e 28 March]. The move into cheeses is being supported by in-store promotions, a 50p money-off coupon on spreads, plus online and press advertising.

“Pure is helping to make dairy-free foods more accessible to consumers, while diversifying the range ensures that people can enjoy dairy-style foods minus the digestive discomfort,” said Pure Dairy Free brand manager Bronagh Doran.