Yorkshire-based Matthews Foods is boasting the introduction of the UK's first calcium-enriched spread. Calvia is a dairy-free alternative to more conventional spreads suitable for vegans and those on restricted diets. The first packs of the 500g £1.39 spread hit shelves in Tesco stores this week and the newcomer will also go on sale in selected Sainsbury outlets later this month before rolling out into Safeway, Waitrose, Co-op and Budgens next month. A national advertising campaign in monthly and weekly magazines is planned for March, while instore backing will be provided by shelf wobblers, brand leaflets and coupons. A 25g serving of Calvia, the equivalent of the amount used on three to four slices of bread or toast, provides 17% of the recommended daily allowance, said Dave Coulson, head of marketing at Matthews Foods. He added: "Calvia is a premium health brand that brings new benefits for the consumer while building value within the yellow fats category which is crying out for further innovation. Calvia is a bold step to create sustainable category growth in a way that is refreshing and relevant." {{P&P }}