Arla set to launch lactose-free milk

Arla Foods is planning to launch a lactose-free milk drink in the UK - and has hired Euro RSCG Biss Lancaster to promote it.

The drink, whose name has yet to be disclosed, will launch in January, backed by a £1.2m integrated marketing campaign.

Biss Lancaster is working alongside its sister digital agency Euro RSCG 4-D on the launch.

The PR campaign will kick off with a healthcare professional 'education forum', which will boost awareness of lactose intolerance as an increasing problem among Britons.

Biss Lancaster client services director Holly Barron, who reports to Arla media and comms manager Arif Bangi, said she hoped the drink would be a product 'craved' by those with lactose intolerance.

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