Lactalis UK & Ireland has introduced a new dairy protein range under its Lindahls brand to tap into growing consumer demand in the category.
The new Lindahls protein cheese includes Cottage Cheese (RRP £1.50 – 175g), Gouda Slices (RRP £2.00 – 5 pack), Greek Cheese (RRP £2.25 – 135g), and Quark (RRP £2.50 – 550g). Rolling out in retail this month, the range will target consumers who exercise regularly and are seeking out protein for weight loss and maintenance, as well as muscle recovery.
The range also includes two new fat-free, flavoured Lindahls protein milk drinks with collagen (RRP £3.25 – 500ml).
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 will be supported by a brand investment of £2.5m during 2025, including multichannel advertising, tapping into the new Nestlé Lindahls GOOD MOVE stop motion campaign across TV, broadcast, BVOD and social media, plus investment in influencer campaigns and instore and online shopper activations.
The Lindahls Protein Cottage Cheese and Protein Gouda Slices will be available in Waitrose stores from 19th March. Protein Cottage Cheese and Protein Gouda Slices will also be available in Ocado from 26th March. Followed by a launch in Morrisons for Protein Cottage Cheese, Protein Gouda Slices and Protein Quark on 12th May, and Protein Greek Cheese on 19th May.
