Truly Grass Fed, a brand of sustainably produced Irish dairy products, is rolling out a packaging refresh designed to help shoppers more easily identify its quality standards at the shelf. The new look will appear throughout the brand’s butter and cheese portfolio over the next few months.
“Our refreshed packaging was thoughtfully designed with today’s dairy shopper in mind, making it easier for consumers to recognize what makes Truly Grass Fed unique,” said Jaclyn Crabbe, marketing director for Truly Grass Fed. “As consumers increasingly seek responsibly sourced products they can trust, we want our packaging to evolve alongside shopper preferences and clearly communicate the standards and values behind our products.”
Grass-fed dairy gains
The refresh comes as grass-fed dairy gains momentum with consumers. Over the last year, retail value sales of grass-fed butter and cheese combined were more than twice as large as pasture-raised, while volume for butters and cheeses labeled grass-fed rose 4.6 percent and value climbed 12.3 percent, according to Spins data cited by the company.
Availability increases
Truly Grass Fed also is expanding its U.S. footprint: its salted and unsalted 8-ounce butter blocks are now available at more than 350 Whole Foods Market stores, significantly extending the brand’s presence with the retailer.
Truly Grass Fed products come from Ireland’s largest family-owned co-op and are made from dairy from cows that are 95 percent grass-fed, Non-GMO Project Verified and free from growth hormones and antibiotics.
Related: Publix To Begin Carrying Truly Grass Fed Cheddar Cheese