Natrel whips up lactose-free butter option

Agropur Dairy to promote product with digital and in-store campaigns

Butter lovers rejoice—even if you’re lactose intolerant. This month, Natrel launches Canada’s first lactose-free butter in addition to an organic variety, made with sea salt and all-natural ingredients.

“As a leader in the industry, we are constantly seeking to identify impactful new innovations that expand, sustain and reinvigorate the use of dairy products,” says Jean-François Couture, VP marketing for Canada operations for Quebec-based Agropur Dairy Cooperative (which carries a line of dairy brands including Natrel).

Given that 26% of Canadians have a sensitivity or intolerance to lactose, he says consumers are looking for lactose-free products for themselves and their families. “That’s why we decided to innovate by offering this new lactose-free butter—a first in the Canadian market.”

Couture says the move to create an organic option was also prompted by consumer tastes, with the demand for organic products projected to grow at a rate of 14% annually until 2018. Made with organic cream, this is also the only butter with sea salt available from a dairy cooperative in Canada.

Available in 250 g format, Natrel’s lactose-free butter has a suggested retail of $4.99, and $5.79 for the organic. Both products are being offered in Ontario and Quebec, with the lactose version available in the Atlantic provinces as well.

Agropur Dairy is promoting both new butter varieties through a digital campaign and in-store. In a push to promote the products for this season’s holiday baking, Natrel will be posting four traditional dessert recipes on its website and urging consumers to share their holiday dessert creations on its Facebook page under the hashtag #NatrelDessertExchange. The company will also donate 25 cents to the Breakfast Club of Canada for each share of its official Natrel Greatest Dessert Exchange Post.

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