Valio USA’s Healthy Dairy Division launched its great tasting Valio Real Goodness™ lactose free milk in August 2009

Valio’s Zero Lactose™ proprietary ultrafiltration process starts with real milk and gently removes lactose, leaving behind nothing but the great taste of milk and the essential minerals it contains. The majority of US and international lactose free milk brands tend on the other hand to taste watered-down or too sweet due to their production process.

Valio Real Goodness™ is “The Taste You Remember” and will liberate people who suffer from lactose intolerance to enjoy the delicious taste of milk once again.

Lactose intolerance in the USA

“Some 60 million Americans suffer from lactose intolerance, especially older Caucasian adults as well as a significant portion of the African-American, Asian-American and Hispanic-American populations who miss the taste of real milk,” says Sam Aquino, Sales Director, Valio USA.

Marketing communications matter

Creating consumer awareness of the terrific taste benefit of Valio Real Goodness™ is key to its successful launch. The new Valio Real Goodness™ brand is supported by a dynamic marketing campaign that includes advertising, promotions and public relations initiatives. Other valuable marketing channels include health care professionals and science networks.