Finnish lactose-free milk has been launched in the US. The product, which found its way onto the shelves of American supermarkets in August, has now entered the product range of nearly all the East Coast retail chains and is available in 3200 stores.
The entry to the American lactose-free dairy market is a major breakthrough for Valio. It has been estimated there are around 12 million people on the Eastern seaboard alone who suffer from lactose intolerance. Valio's goal for the fist year is to attain comprehensive store coverage and over 20 per cent market share in the target market, which includes New York, Boston and Philadelphia. In the longer term, Valio firmly believes in reaching the entire target group of 60 million lactose intolerant consumers in the US.
Valio's Real Goodness -milk drink is manufactured by the family-owned Byrne Dairy in upstate New York. The lactose-free milk drink, which has been patented by Valio, is now available in 12 countries.
The United States is not an entirely new market for Valio. The company has been selling Emmental cheese under the 'Finlandia Cheese' brand in the US since the 1950s.