Lactalis UK & Ireland has launched the Lindahls protein range of cheese and flavoured milks into the convenience channel, with confirmed listings at Spar Scotland and Nisa outlets.
The range appeals to affluent and urban shoppers aged 45+, who exercise regularly and are seeking out protein for weight loss and maintenance, as well as muscle recovery. It will be supported by an investment of £2.5m in multichannel advertising throughout 2025.
The range includes:
Cottage Cheese 175g [RSP £1.50], containing 14% protein (25g per pot) and 0.7% fat
Gouda Slices [RSP £2 for a five slice pack], containing 30% protein (38g per pack)
Greek Cheese [135g, RSP £2.25], containing 20% protein (27g per pack)
Protein Milk (250ml, RSP £1.85), available in chocolate and vanilla flavours and containing Vitamin C
Protein Milk with Collagen (500ml, RSP £3.25), available in chocolate and strawberry flavours with 38g protein and 11g collagen per bottle, plus Vitamin C
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, says:
“Consumer interest in health and wellness has been rebounding since 2021 and functional food continues to drive growth and excitement within the category, with no end in sight. As category experts this is the opportune moment for us to launch a great tasting protein cheese and milk range.
“Worth £39million in RSV in the UK [Circana 52 w/e 25 Jan 2025], and currently the only brand in protein dairy present across the protein cheese, milk, yoghurts and desserts categories, Lindahls is in a prime position to grow this already thriving category”.
