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Kerry Dairy Consumer Foods has introduced a new "category-first" range of oat and dairy blended products, called Smug Dairy. The blend is said to offer consumers "a healthier, more sustainable way of consuming dairy" without compromising on the rich, creamy taste. In addition, Kerry said the move aims “to bring real innovation into the dairy category and shake up binary perceptions of dairy and non-dairy markets”. The range comprises milk, cheese and butter, all blending the benefits of dairy and plant-based ingredients. It includes a Blended oat & dairy cheddar, which is said to contain 35% less saturated fat compared to standard cheddar, as well as emitting 45% less CO2e than British mature cheddar cheese; Blended oat & dairy milk, a creamy milk with 30% less saturated fat than semi-skimmed milk and emits 18% less CO2e than semi-skimmed British milk;

Blended oat & dairy butter, a creamy butter with 30% less saturated fat than standard butter, as well as containing vitamins A, D2, E & B12 and being a source of omega 3. The butter is also said to have 45% less CO2e than salted British butter; and Blended oat & dairy spreadable butter, which has 40% less saturated fat than standard butter. It also contains a source of omega 3 and vitamins A, D2, E and B12. The spreadable butter has 54% CO2e less than salted British butter.

Victoria Southern, strategy, marketing and innovation director at Kerry Dairy Consumer Foods, said: “With this first-to-market category launch, we are not only creating a new way for dairy lovers to do dairy with a bold and exciting new brand but also to creating a dairy category that is fit for the future. The Smug Dairy portfolio has 40% less saturated fats and saves up to 54% less CO2e emissions per kilogram than traditional dairy, without any compromise on the rich and creamy taste that consumers love; in fact you could say, it’s a delicious feeling." The Smug Dairy product range will be hitting shelves across the UK from the end of March this year.