Philadelphia has entered the growing ‘free from’ sector with the launch of its first lactose-free variant.

Philadelphia Lactose Free comes in response to consumer demand for products to suit different dietary requirements, and aims to open up soft white cheese to an even wider customer base, Philadelphia UK marketing manager Jennie Spurr said.

The brand will continue to engage consumers with a £10m heavyweight campaign in 2015 spanning across TV, digital and social, reaching 80% of its target audience.

Philadelphia Lactose Free is available in a 170g tub with an rrp of £1.99.

Figures show that free-from food has evolved from a super-niche category to a strong growth opportunity.

According to Mintel, the overall free-from market, encompassing products for people who want to avoid dairy, egg and gluten, grew 50% in the past year, reaching £360m.