Pure drives dairy-free with soya cheese alternatives

Wednesday, 20 May 2009

Pure - the brand known and loved by those looking to reduce or avoid dairy - is set to fill a gap and satisfy a consumer need in the dairy-free category with the launch of two exciting new soya alternatives to cheese.

Pure Dairy Free Soya Soft & Creamy Spread (RRP £1.69) and Pure Dairy Free Soya Slices (RRP £1.69), have launched nationwide to provide dairy free alternatives to mainstream cream cheese and cheese slices.

The success of the Pure brand is testimony to the ‘free from'
market's rapid growth - fuelled by consumer awareness of exclusion diets through media coverage and the now commonplace practice of testing for and diagnosing of food intolerance.

Five million people in the UK are recognised as lactose intolerant with the market worth £120 million. Dairy free and ‘free from' products have not only attracted the attention of health food stores but major supermarkets.

Retailers are keen on increasing accessibility of specialist diet foods to its consumers and broadening the sector's appeal among vegans, vegetarians and all those interested in a healthy eating lifestyle.

The Pure brand, part of the Kerry Foods stable, is currently worth £7m and has experienced a 20% YOY value growth. Extending the range to encompass healthy cheese alternatives will reinforce Pure's position as the choice brand for consumers, with commercial promise for yet another profitable year for the brand and its retailers.

Launch of Pure Dairy Free Soya Soft & Creamy Spread and Pure Dairy Free Soya Slices will be supported by a multi-faceted marketing campaign.

This will include in-store promotions, online and press advertising, PR and a 50p money off coupon placed onto packs of Pure spreads to drive trial.

The Pure website will also be revamped providing consumers with recipes for cooking and baking with the new soya alternative to cheese products.

Bronagh Doran, Brand Manager for Pure Dairy Free, comments:
"Following the popularity of our core Pure Dairy Free spreads - not only among those with special dietary requirements but among the health conscious too - we are confident that these delicious dairy free cheese alternatives will be equally successful.

"The Pure brand is really helping to make dairy free foods more accessible to consumers, while diversifying the range ensures that people can enjoy dairy-style foods minus the digestive discomfort.

"Consumers can now make small and simple steps towards eating and snacking healthily without compromising on taste."

Pure Dairy Free Soya Soft & Creamy Spread and Pure Dairy Free Soya Slices are free from all dairy products, also making them suitable for vegans. They are also gluten and cholesterol free, as well as free from all GM ingredients

For more information about the Pure range visit www.puredairyfree.co.uk.

Source: Kerry Foods

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Bridget said:

	... I bought the slices and spread yesterday at Morrisons in Wellingborough. They were on offer at a £1 each. I have tried the slices and they taste a lot better than other alternatives.
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January 27, 2010
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Paul in leeds said:

	... Having tried both the Spread and the slices i can come to only one conclusion..AVOID they are utterly horrible and bare absolutley no resemblence to cheese in either texture or taste
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September 23, 2009
Votes: -1

Christine said:

	... I went into Rainbow in Norwich Norfolk yesterday and they made a note to try and get some Pure soya cheese. Someone else had also enquired about it. I would also be grateful for information in local shops that stock Pure Soya cheese as I've tried other vegan cheeses and didn't like them.
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September 16, 2009
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kathy b said:

	... i have been able to buy the pure soya cheese in asda in swindon (orbital way) and it was on offer at £1 each. i hope this helps.
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September 06, 2009
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Terry Brooks said:

	... We live in Bideford North Devon and have tried to locate the Pure Cheese to no avail. Who stocks it please?
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August 12, 2009
Votes: +2

Jo said:

	... I've found a good source of the new Pure range at my local wholefood store in Cheltenham that also does Home Delivery nationally if that helps. Their website is naturalgrocery.co.uk and they are really helpful when I've had phone queries on product information... hope that helps!
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July 29, 2009
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E said:

	... we heard about the soya cheese months ago from the advert on the soya margarine. I noticed tesco extra (the larger stores) stock the soya cheese like spread. recently our local asda has just stocked the soya cheese slices so i a*sume other branches/stores will follow suit soon.
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July 22, 2009
Votes: +3

Nicky said:

	... I have also tried to locate these item locally(DORSET) but to know avail. The help desks in store have not heard of them these include to date, Asda, Tesco, Somerfields, Co-op and Sainsbury's in Hampshire any stockists would be much appreciated?
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July 09, 2009
Votes: +2

Rachel said:

	... I can't find them anywhere either in sheffield, England. There doesn't seem to be a mention of it on their website and I only found out because it advertised it on the margarine
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June 12, 2009
Votes: +3

geraldine said:

	... i have tried to get the new soya cheeses in my local asda ana tesco stores in fermanagh n. ireland, but they have not of these new products.
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