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Bezier Arla Cravendale

Arla Foods appoints brand manager for Lactofree

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By The Drum Team, Editorial

November 18, 2008 | 2 min read

Dairy company Arla Foods has appointed Samantha Glassford as brand manager for Lactofree, replacing David Cherrie who left the role for Cravendale in September.

Glassford joins the Leeds-based team after 18 months as a retail consultant for the Bezier Group. Prior to that she was product marketing manager for Mamas & Papas.

With experience of shaping retail marketing campaigns, Glassford will work closely on the implementation of the lactose-free milk brand's in-store activation and national advertising, PR and digital strategy campaigns.

She said: "It is an extremely exciting time to join Arla and manage an innovative brand like Lactofree as it undergoes considerable growth.

"I am very much looking forward to taking a hands-on approach to deliver new above and below the line campaign strategies and working on products that make such a difference to consumers and their lifestyles."

Lactofree launched in 2006 as the UK’s first ever lactose-free dairy drink. The portfolio now includes natural and flavoured yogurts, recently launched in all major supermarkets, and Lactofree cheese, which will launch in January 2009.

The new yogurt and cheese will be accompanied by an extension of the Lactofree milk range, with whole milk standing alongside its already existing semi-skimmed milk variant.

Bezier Arla Cravendale

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