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Outside Line and Lactofree unveil app for UK’s nine million lactose intolerance sufferers

Category: Media Supplement

Published: 15th Jul 2011 11:48:08

Outside Line has unveiled its latest iPhone App for Lactofree, providing the platform’s first ever service to offer essential support and advice to the UK’s more than nine million lactose intolerant citizens. Developed to help sufferers eat out, eat in and do the weekly shop without falling foul of their condition, the Lactofree App provides a wealth of critical information designed to assist people in avoiding many of the pitfalls of living with lactose intolerance. The software directs users to their nearest Lactofree stockist wherever they are in the UK; it also provides a wealth of appropriate recipes and a dynamic restaurant guide to kitchens accustomed to dealing with the issue. Outside Line Director Ant Cauchi explains, “This is a perfect example of how brands can use digital technologies to provide truly inspirational tools that do so much more than simply promote their products. Together with Lactofree we’ve developed an App with the potential to make a very real, very positive, impact upon peoples’ lives and we are all extremely proud to be part of that effort." “As the first application supporting sufferers of lactose intolerance ever to launch on the App market this is a global first, but we hope there will be much more to come.” With up to 15% of the population estimated to suffer from lactose intolerance, the condition and its symptoms are becoming an increasingly common fact of UK life. Often mistaken for IBS, owing to it causing bloating, diarrhoea, sickness and cramps, intolerance to the natural lactose sugars found in dairy products lies at the root of many Britons’ stomach complaints. In an attempt to avoid such complications when sufferers are eating out, Lactofree’s comprehensive Restaurant Guide can now be accessed via the recently published App. The service uses geolocation software to identify the user's location and suggest a nearby eatery which has been recommended by a member of the Lactofree community. New users are encouraged to add listings whenever they discover a new establishment catering for lactose intolerance. Users preferring to eat in have access to Lactofree’s Recipe Club, a resource packed with creative lactose free meal ideas from quick snacks to child-friendly dishes. The App also includes a search function to locate nearby stockists of the Lactofree range, ensuring that you can always access those crucial ingredients. Louise Allen, Brand Manager of Lactofree comments: “As a growing brand it is fantastic that we can give our community a tool that will truly help them with their day to day lives. Mobile has become such a key medium for brands to connect with their audiences and we are delighted to provide an App that is truly innovative and provides such great value to those suffering with lactose intolerance.” Find out more about lactose intolerance and the Lactofree product range at www.lactofree.co.uk.

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UK Wired News, 2011. Outside Line and Lactofree unveil app for UK’s nine million lactose intolerance sufferers [Online] (Updated 15th Jul 2011)
Available at: http://www.ukwirednews.com/news/173774/Outside-Line-and-Lactofree-unveil-app-for-UK-s-nine-million-lactose-intolerance-sufferers [Accessed 24th Apr 2014]

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