- New range developed in response to an explosion in demand for dairy protein
- Aimed at affluent and urban shoppers aged 45+, who exercise regularly
- Supported by £2.5m ad campaign
Dairy company Lactalis UK & Ireland is extending the distribution reach of its new protein range from Lindahls, by launching it into the convenience and wholesale channels. The new range, which has been developed in response to an explosion in demand for dairy protein, comprises high in protein and low in fat cheeses including Cottage Cheese, Gouda Slices, Greek Cheese, alongside two fat-free Lindahls Protein Milk with Collagen drinks (500ml) and two flavoured protein milks (250ml, low fat).
Available from a number of convenience and wholesaler retailers from July, 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.
“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,” said Group Marketing Director Heloise Le Norcy-Trott. “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, 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”.
- Lindahls Protein Cottage Cheese 175g: offers a creamy and versatile product, ideal for sweet and savoury dishes. Suitable for vegetarians and lactose free, it boasts 14 per cent protein (25g per pot) and 0.7 per cent fat, made with skimmed milk. As a unique product proposition from a successful brand, Lindahls Protein Cottage Cheese provides an opportunity to leverage the positive momentum and add value to the category, which is currently dominated by own label (64 per cent of sales). RRP £1.50
- Lindahls Protein Gouda Slices (five-slice pack): are full of flavour, easy to melt, and offer consumers a ‘better for you’ alternative with no taste trade off, from a household brand. The new slices include 30 per cent protein (38g/pack) and are suitable for vegetarians. RRP £2.00
- Lindahls Protein Greek Cheese (135g): deliciously crumbly and tasty this new sku aims to drive more shoppers into Greek salad cheese with a healthy yet flavoursome alternative from a brand consumers know and love, including 27g protein per pack (20 per cent protein) and reduced in fat (10 per cent). RRP £2.25
- Lindahls Protein Milk (250ml): available in a convenient 250ml format, Lindahls Protein Milk offers a high-protein, no-added-sugar option for on-the-go consumption. The 250ml drinks contain Vitamin C, are low in fat, suitable for vegetarians, and come in vanilla and chocolate flavours (RRP £1.85).
- Lindahls Protein Milk with Collagen (500ml): available in chocolate and strawberry flavours, these new fat free drinks include 38g protein and 11g collagen per bottle, with Vitamin C and no added sugars. RRP £3.25.
The new launch is being supported by an investment of £2.5m in multichannel advertising throughout 2025.
