Truly Grass Fed updates packaging in response to consumer preferences

Truly Grass Fed has introduced a refreshed packaging design across its dairy product range, with a greater emphasis on its grass-fed credentials and third-party certifications.

The Irish dairy brand will begin rolling out the updated packaging over the coming months, covering its butter and cheese products. The new design aims to make key product information more visible to consumers, including the brand's use of dairy from cows fed on grass for 95% of their diet and its Non-GMO Project Verified status.

The redesign follows a consumer panel study examining how shoppers interact with Truly Grass Fed products at the point of purchase. Findings from the research informed changes to the placement and prominence of product information, with the updated packaging giving greater visibility to the ‘95% grass-fed’ claim and third-party certifications.

The company has also made adjustments to strengthen brand recognition and improve product visibility on retail shelves.

The packaging update comes amid reported growth in the grass-fed dairy category. According to figures cited by Truly Grass Fed, retail value sales of grass-fed butter and cheese combined were more than double those of products labelled pasture-raised over the past year. Sales volumes for butter and cheese products labelled grass-fed increased by 4.6%, while sales value rose by 12.3%.

Alongside the packaging changes, Truly Grass Fed is expanding its retail distribution in the United States. Its salted and unsalted 8oz butter blocks are now stocked in more than 350 Whole Foods Market stores, extending the brand's existing presence with the retailer.

The refreshed packaging will be introduced gradually as Truly Grass Fed continues to develop its position in the US dairy market.