Arla Foods, one of the UK’s leading diary manufacturers, has launched a new Web campaign to raise awareness and offer advice on lactose intolerance, a condition that is thought to affect up to 15 per cent of the UK population.

The online advertising campaign coupled with the launch of the Web site, www.lactofree.co.uk aims to provide consumers with advice and information on being lactose intolerant in order to help people with the condition.

The site will also contain an interactive forum so that consumers could interact with each other and also get advice from medical experts.

The Web site includes information on Lactofree, the UK’s first lactose free diary drink which launched at the beginning of the year.

Arun Prabhu, Innovation Projects Manager for Arla Foods commented: “It is estimated that up to 15 per cent of the UK population are lactose intolerant, although many of these people are unaware that they have the condition. Many people with allergies and intolerances turn to the net in order to self diagnose and investigate their problems prior to visiting their doctor or GP.”

Lactose intolerance is caused by an intolerance to the milk sugar (lactose) which makes it difficult to digest milk. People suffering from the condition suffer from feelings of nausea, bloatedness and in severe cases stomach cramps and other symptoms.

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BIOS, Jun 09, 06 | Print | Send | Comments (0) | Posted In Internet