Saputo Dairy UK has announced the launch of its Vitalite Dairy Free Cheese Alternatives, building on the success of its category-leading Vitalite spread. These are now available exclusively at selected Asda stores nationwide.
Free-from alternatives have seen exponential growth over the last few years with nearly 25% of households stating that they had bought such a product in the last six months. It is no longer just those with intolerances and allergies that are buying into this market; most of the growth is coming from people who believe that free-from options are key to a healthy lifestyle.
Emilie Grundy, senior brand manager at Saputo Dairy UK, comments “Consumers are increasingly switching to free-from diets and one of the foods they miss most when they go dairy free is cheese. Our Vitalite Dairy Free Cheese Alternative range has been specially formulated to ensure that it delivers on taste whilst performing very similarly to traditional cheese when cooked. We are confident our launch will appeal to both current dairy avoiders and also those who are exploring the category for the first time.”
Last year, sales of dairy free cheese alternatives grew by 25% and 27% in both value and volume, respectively, and continue to see impressive growth. The category is now worth £20.4m, reflecting the increasing popularity of a sector that caters to dairy avoiders.
Vitalite is the UK’s leading dairy free spread, valued at nearly £11m and delivering year on year value growth of +38.5%. It outperforms the Dairy Free Spreads category and sells over more than double the volume of its nearest competitor.
Vitalite Dairy Free Cheese Alternatives have launched exclusively in Asda, in both block and sliced formats.