Philly goes lactose-free

Philadelphia, the UK’s number one soft white cheese brand with a retail sales value of more than £106m [Nielsen, total value MAT to w/e 24/1/15], has launched its first lactose free variant.

Containing less than 0.01% lactose, it is the brand’s first product in the “free from” sector. The launch comes, says Mondelez International, “in response to consumer demand for products to suit different dietary requirements, and aims to bring incremental consumers into the category”.

With support in-store and across social media, Philadelphia aims to be top of mind with consumers when shopping the “free from” sector for soft white cheese, says a spokesperson. Mondelez will also spend £10m marketing the Philadelphia brand, spanning TV, digital and social, reaching 80% of its target audience.

Jennie Spurr, marketing manager for Philadelphia UK at Mondel #275;z International, said: “This is a first for Philadelphia, and  an important launch for the category. It helps to open up soft white cheese to an even wider customer base, and we hope this will help to bring new shoppers into the category.”

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