Lactalis UK & Ireland is extending the distribution reach of its new protein range from Lindahls by launching it in the convenience and wholesale channels.
The new range, which has been developed in response to the jump in demand for dairy protein, comprises high in protein and low in fat cheeses including Cottage Cheese (RRP £1.50), Gouda Slices (RRP £2.00), Greek Cheese (RRP £2.25), alongside two fat-free Lindahls Protein Milk with Collagen drinks (500ml – RRP £3.25) and two flavoured protein milks (250ml – RRP £1.85). It is rolling out in a number of convenience retailers and wholesalers from this month.
The brand noted that the range is aimed at affluent and urban shoppers aged 45+, who exercise regularly and are seeking protein for weight loss and maintenance, as well as muscle recovery.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, commented: “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 £39m in RSV in the UK, 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”.
The launch is being supported by an investment of £2.5m in multichannel advertising throughout 2025.
