I recently discovered that I am lactose intolerant. This is not a life-threatening diagnosis, but more of a nuisance for someone like me who genuinely enjoys eating. Basically, I cannot consume any dairy products without suffering dire intestinal consequences… so milk, ice cream, most cheeses, including cottage cheese, sour cream, etc. are taboo. My lactose intolerance has helped me become more aware of how B-to-C companies are taking advantage of opportunities to market to specific segments of their target market.

Cabot, a local (New England) dairy company, recently began labeling their aged cheddar and other hard cheeses with “Contains 0g of lactose.” Hard aged cheeses do not cause the same effects as, say, mozzarella or feta. This disclaimer is usually placed on the package near the required “ingredients” area. Cabot’s minor packaging change made all the difference, and freed me to purchase their product. If they hadn’t included the disclaimer about lactose, I would have never known I was able to enjoy their product. Knowing this fact has opened up a whole new option for folks like me. Statistics have recently estimated that nearly 75% of the world’s adult population exhibits some degree of lactose intolerance.

I can’t wait for the new ad campaign touting the lack of lactose in these products! Maybe… “lactose free – that’s for me!” or even “move to our cheese – the best move you can make.”

Feel free to add your own slogans.