As households get ready for the festive season and families begin the annual debate of which desserts to have on Christmas Day, ElmleaTM is set to whip things up with the launch of two new, 100% plant-based variations of its family-favourite double and single dairy cream alternatives. 

Hitting shelves on 2nd December, the delicious, irresistibly creamy ElmleaTM Plant Double is the UK’s first and only 100% plant-based cream alternative that whips and cooks like a regular cream. With performance and taste a top priority, ElmleaTM Plant has been developed with chefs to make it perfect for creamy sauces and soups, as well as to whip up for a fabulous finishing touch for any Christmas dessert.

The new vegan certified[1] products are naturally free from lactose, gluten-free and made from protein-rich broad beans.

David Salkeld, CEO UKI at Upfield, said: “Since 2007, the number of people following plant-based diets has grown by a massive +350%. But, despite dairy free cream sales growing +35% year on year[2], there are very few dairy-free cream alternatives and none that perform or taste like ElmleaTM Plant.

“At Upfield we’re committed to building a better plant-based future. We know taste and affordability are two of the biggest barriers to people eating more plant-based foods, which is why ElmleaTM Plant is a complete game-changer in the hugely underserved dairy cream alternative sector.  People around the world are embracing plant-based foods for health, environmental and ethical reasons so we want to ensure we give consumers what they are asking for.”

“With Christmas just around the corner, now is the perfect time for retailers to stock up.”

To support the launch of ElmleaTM Plant, Upfield is investing in a PR and social campaign and in-store activations to help raise consumer awareness.

ElmleaTM Plant Single and Double Dairy Cream Alternatives are available in Sainsbury’s and Asda from 2nd December with an RRP of £1 for Single and £1.10 for Double (270ml)*.

*Pricing at the sole discretion of the retailer

[1] Certified by the European Vegan Union (EVU)

[2] KWP Usage, Total Cream millions Occasions, Penetration Total Market 27.01.19

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