s lactose-free dairy range, is launching a new packaging design for the portfolio in a bid to increase brand recognition on shelf and dial up the brand’s taste credentials.On shelf from the start of August the new packaging retains key elements of the original design which has remained the same since the brand launched in 2006.
The free-from industry has developed and grown significantly since Lactofree pioneered the category eight years ago.
As consumers increasingly purchase free-from products as a lifestyle choice rather than for specific health needs, Lactofree have recognised the importance of addressing this in the new design.
The new packaging focuses on dialling up the product’s freshness and great taste, moving away from the more clinical look of the past.
The introduction of bright, stand-out colours and food illustrations aims to boost the brand’s taste credentials.
Despite this, the packaging still maintains elements of the original design which make the brand easily identifiable to existing consumers such as the iconic cow face, the Lactofree font and the positioning of the Arla logo.
Victoria Smith, Brand Manager for Lactofree said:
“The new packaging looks more appetising than the original design and is friendlier, reflecting the brands fun personality.
“Lactofree is passionate about offering consumers an alternative to standard dairy which doesn’t compromise on taste or enjoyment and the new design better reflects that.
“We are confident that we have created a look which will satisfy our current customers and attract new people to lactose-free living.”
Lactofree is available in selected Tesco, Sainsbury’s, Asda and Waitrose stores and through Ocado. For more information please visit www.lactofree.co.uk
