Valio Lactose Free Milk Launched in the US

The goal for the first year is to attain comprehensive store coverage in the target market and a larger than 20% market share in the product segment, based on the product's true strength, namely the real taste of fresh milk.

15 Sep 2009 --- Valio lactose free milk was launched in the US in August under the brand Valio Real Goodness lactose free milk. Valio Real Goodness has entered the product range of nearly all the East Coast retail chains and is available in 3200 stores.

It's estimated there are around 12 million people on the Eastern seaboard alone who suffer from lactose intolerance, and they can now enjoy the only lactose free milk that actually tastes like real milk. Launched in Finland in 2001, this innovation is now available in 12 countries including the US.

Valio Real Goodness milk stands a good chance of success in the US since Americans, just like Finns, use and appreciate fresh dairy products sold in the dairy cabinet, and a lactose free milk product that tastes like real milk has not to date been available in the USA. The lactose free milks sold in the USA have until now had either a sweetish or watery taste, says Veijo Meriläinen, Executive Vice President, International Operations and Innovations.

The Valio Real Goodness business is operated by Valio USA's Healthy Dairy division. The goal for the first year is to attain comprehensive store coverage in the target market and a larger than 20% market share in the product segment, based on the product's true strength, namely the real taste of fresh milk.

In the longer term, Valio firmly believes in reaching the entire target group of 60 million lactose intolerant consumers in the US.

Mr Meriläinen emphasises that the launch of its Healthy Dairy business in the US presents a significant and unique opening for Valio.

Valio has not until now built a business using an operating model that involves launching a completely new product and concept in a potentially massive market. The groundwork and management are handled by a team of less than ten Valio employees, while in production, sales and marketing we link up with external partners. There's great potential and we anticipate success, says Mr Meriläinen.

Valio Real Goodness milk is manufactured by family-owned Byrne Dairy in upstate New York, with the special expertise needed in lactose free milk production provided by Valio itself. Valio has patented in a number of countries its method for producing milk that tastes like real milk and contains all the milk nutrients other than lactose.

Valio has been selling Emmental cheese in the US since the 1950s. Valio Emmental sold under the Finlandia Cheese brand is the leading imported Emmental on the East Coast, and is valued as a high quality cheese. In summer 2009, Valio USA was split into two divisions, Finlandia Cheese and Healthy Dairy.