Alpro has launched an innovative soya milk specifically for children on a dairy free diet aged one year and above.

It is the first product of its kind on the market and has been launched in response to confusion among parents as to what main milk source to provide their infants after their first birthday.

To support the launch of this product Alpro is carrying out an extensive sampling and education programme with healthcare professionals. The consumer launch plan includes promotions & direct marketing.

Alpro soya Junior 1+ has been created for children on a dairy free diet, particularly those with a lactose intolerance or cows’ milk protein allergy. It also has many benefits for children who are following a vegan or vegetarian diet.

John Allaway, Alpro commercial director, says: “Alpro soya Junior 1+ will fill an important gap in the one-plus marketplace. Some 15 per cent of UK infants show signs of dairy and lactose intolerance, and up until now there has been no milk alternative nutritionally tailored for children aged one year or older.”