Saputo Dairy UK is adding to its Vitalite portfolio with a new range of dairy-free cheese alternatives, available in block and sliced formats.
The company said it is looking to take advantage of the “exceptional growth” of the free-from alternatives category in the UK.
According to Saputo, it is no longer just consumers with intolerances and allergies that are buying into this market; most of the growth is coming from people who believe that free-from options are key to a healthy lifestyle.
“Consumers are increasingly switching to free-from diets and one of the foods they miss most when they go dairy-free is cheese,” said Emilie Grundy, senior brand manager at Saputo Dairy UK.
“Our Vitalite Dairy Free Cheese Alternative range has been specially formulated to ensure that it delivers on taste whilst performing very similarly to traditional cheese when cooked.
“We are confident our launch will appeal to both current dairy avoiders and also those who are exploring the category for the first time.”
The range is available exclusively in Asda stores in the UK, with the blocks retailing for £2.30 and the slices for £2.50.
Dairy Crest was renamed as Saputo Dairy UK following its acquisition by Canada’s Saputo earlier in the year.
Saputo paid around £975 million for the maker of Cathedral City and Clover in a move to expand its international presence and enter the UK market.
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