Keeping expansion in mind, Prairie Farms has unveiled a new lactose-free lineup to reach a wider audience. With four lactose-free dairy options, the company is turning its attention toward an underserved category to appeal to new consumers.
“With the introduction of lactose-free milk in conventional gallons, we’re not tapping into a trend, but instead normalizing the lactose-free category. By this, I mean we’re addressing the affordability and accessibility of fresh lactose-free milk by offering a family-size gallon. As far as I know, this is a first-of-its-kind solution,” said Matt McClelland, Chief Executive Officer and Executive Vice President of Prairie Farms Dairy.
Prairie Farms’ new lactose-free offerings are being introduced as the “Gold Standard” for lactose-free whole milk and 2% milk in gallons as well as cottage cheese and sour cream in 16 oz tubs, a release stated.
Prairie Farms is owned by dairy farmers, meaning the farm-to-table journey is expedited. Milk travels an average of 200 miles or less from family farms to local dairy plants. From there, the process is simple. A natural enzyme breaks down the lactose found in milk, cottage cheese, and sour cream.
The lactose-free gallon option offers the convenience of a larger multi-serve container and more value because it contains 33 percent more milk than the 96 oz option offered by the leading national brand of lactose-free milk.
“As one of America’s most successful farmer-owned dairy cooperatives, we’re committed to meeting the needs of all consumers, and what I’d like to say to those who have left the category due to lactose sensitivity is, ‘The wait is over. Bring on the Prairie Farms milk.’ And we’re not stopping there because a lot of people are missing out on the unrivaled great taste of Prairie Farms' award-winning cottage cheese and sour cream. With our new lactose free options, they too can enjoy the nutrition and versatility that only 100 percent real dairy can deliver,” McClelland concluded.
After a soft launch in April in the St. Louis metro area, distribution of the Prairie Farms lactose-free lineup will expand throughout America’s heartland in June, just in time for dairy month.
To mark its entry in the category, an on-pack QR code links to a page dedicated to lactose-free products, coupons, recipes, and more information about the farm-to-table journey. Prairie Farms will promote the launch through traditional and digital media, social media influencers, and in-store point of sale.
Will Prairie Farms expand this lineup in the future? Stick with Deli Market News for answers.
