Lactofree is a milk alternative produced using real cow’s milk. Lactose is filtered from milk to allow consumption by those who suffer from lactose intolerance, without losing the nutritional benefits or great taste of real milk. Previously, sufferers of lactose intolerance had to make do with soya substitutes or forego dairy altogether. This campaign tells people they can now enjoy the taste of real cow’s milk. It highlights the product's key point of difference – it’s the only milk alternative made from milk - and stands apart from clichés around digestion problems that dominate advertising in the 'free from' category.