Conceptualizing and introducing new products to the market can be challenging, time-consuming, and expensive if not done right. A competent partner such as Valio can smooth and speed up the process significantly. With decades of experience in creating and marketing lactose free products, we’re here to help you!
There’s no need to reinvent the wheel. Valio has been conceptualizing, creating, and marketing lactose free milk and dairy products for decades. We have insight to active consumer research in several different markets, we monitor milk and food related trends closely, and we have an in-house marketing team that has experience in branding and conceptualizing FMCG products. We have done it all – and done it successfully. And now we can help you do that, too.
Of course, you can get high-quality, sustainably produced lactose free dairy ingredients from Valio. And with the Valio FAST TRACK™ technology solution we can help you produce your own lactose free milk without heavy upfront investments. But why stop there?
You can also benefit from our vast expertise in launching new products in different market areas. We can help you innovate new products and product lines and concept them to your target audience. We are constantly tracking new trends, so we can help you figure out what could be the next step in your lactose free line, and then help you take that next step.
In Europe, Africa and Asia, Valio offers more than 100 lactose free products. And we’re always developing new lactose free solutions across all dairy segments.
With the globally growing digestive wellness trend, there is much need for new, gut-friendly innovations. Lactose free products are a great way to answer that need. And they are not just for people diagnosed with lactose intolerance, as products related to health and wellbeing are of interest to many.
Valio’s advanced skills in introducing new products include not just R&D, but also expert branding, conceptualizing, and communication. Most often, each of these efforts are done in close co-operation with our partners in the new market.
Here are our top three tips for marketing lactose free products:
Choose the target group:
Choose the positioning of your products and brand based on the target group:
Communicate your value proposition and benefits:
Our lactose free product launch to Sweden was a carefully choreographed series of evolving messages, from market entry to growth and maturation. And over this same period the expansion and advancement of our product range was introduced in three stages:
Choosing the angle for your marketing efforts depends on your target group and the maturity of your market.