Lactalis UK & Ireland, the leading global dairy company, has announced an exciting new protein range from the global super brand Lindahls, designed to leverage significant consumer demand in the category.
The new Lindahls protein cheese, developed in response to an explosion in demand for dairy protein, includes high in protein and low in fat cheeses including Cottage Cheese, Gouda Slices, Greek Cheese and Quark. Available in retail from March, the range will target affluent and urban shoppers aged 45+, 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.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, explains: “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 £39million in RSV in the UK[i], 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% protein (25g per pot) and 0.7% 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% of sales[ii]). RRP £1.50
- Lindahls Protein Gouda Slices (5 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% 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% protein) and reduced in fat (10%). RRP £2.25
- Lindahls Protein Quark (500g): presents an opportunity to add value and revitalise the segment with a brand anchored in Quark. This soft and creamy cheese is associated with clean, simple eating, is fat free and offers 65g (13%) protein per pot. RRP £2.50
- 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 will be supported by brand uplift and investment of £2.5m in 2025 including multichannel advertising, tapping into the new Nestlé Lindahls GOOD MOVE stop motion campaign across TV, broadcast, BVOD and social media until 31 March, plus investment in influencer campaigns and instore and online shopper activations.
The new Lindahls Protein Cottage Cheese and Protein Gouda Slices is 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 May launch in Morrisons for Protein Cottage Cheese, Protein Gouda Slices and Protein Quark on 12th May, and Protein Greek Cheese on 19th May.
[i] Circana 52 w/e 25 Jan 2025
[ii] IRI, Latest 52w.e 02.11.24
