China: Valio announces lactose-free milk offer
Finnish dairy firm Valio is to start selling lactose-free milk powder in China via online channels, according to a report in ESM.
The launch, described as the first lactose-free consumer offer on the market, will reportedly see packaged milk made available in skimmed, semi-skimmed and whole varieties.
The product range is intended to benefit from a long shelf life to be suitable for consumers that don't drink milk every day, and is said to target the 80% of Chinese consumers that are reported to be lactose intolerant.
Commenting on the move, Valio senior vice president Kari Finska said: "Compared to the rest of the world, people in China do not use milk products that much yet, but their usage is growing constantly. This also serves to increase awareness of lactose intolerance and its symptoms".
Valio has been exporting to milk products o China for 25 years, but this will be the firm's first foray into the consumer market, ESM reports.