DELAMERE DAIRY EXTENDS RANGE WITH FRESH SOYA DAIRY ALTERNATIVE

October 21st, 2011

Delamere Dairy is extending its offering to the ‘Free-From’ market with the launch of its fresh soya dairy alternative.

Delamere SOYA will be available in sweetened and unsweetened varieties in 1 litre cartons and launches in Asda on 24 October.

Delamere SOYA is made with non GM, organically certified soya beans from sustainable sources, with the guarantee that there is no tropical deforestation in the growing of the beans.

Sweetened & unsweetened are available

With added calcium and vitamin D for healthy bones, Delamere SOYA is a dairy alternative in tea and coffee, and on cereal.

Soya milk is traditionally popular with the over 45 age group, with a bias towards affluent city dwellers (Kantar).

While embracing this audience, Delamere Dairy is also looking to target a younger, UK-wide customer base with the aim of giving dairy alternatives a more mainstream appeal.

Delamere Dairy hopes to build on its established business knowledge and trusted brand values in the ‘Free-From’ sector to drive the category forward.

The launch will be supported by a consumer PR and press advertising campaign, social media, on-pack promotions, exhibitions and sampling and a dedicated website.