Ice cream is a staple of the Wisconsin experience, but for the millions of Americans who struggle with lactose intolerance, it has long been a treat enjoyed with hesitation or avoided entirely. 

A new collaborative study between researchers at UW-Madison and UW-River Falls is looking to change that by proving that lactose-free dairy is not just scientifically simple, but a potentially lucrative business move for the state’s manufacturers. 

Professor Chuck Nicholson shares the details with Stephanie Hoff.