Truly Grass Fed refreshes packaging

Irish premium brand of sustainably-produced dairy products Truly Grass Fed has refreshed its packaging of its natural creamy butter and natural cheese lines. The new look is now available on retailers' shelves and will continue to roll out across the US throughout the year.  

The new butter packaging features an emerald green and a bold magenta color while further communicating the benefits and differentiators of Truly Grass Fed. The packaging places an emphasis on key product attributes including stating that Truly Grass Fed's cows spend 250 days on pasture in the lush fields of Ireland.  

Jaclyn Crabbe, marketing director for Truly Grass Fed, said: ‘We're pleased with our new packaging and believe that the different color scheme will help provide a point of distinction to consumers when purchasing in-stores. We sought to create a design to set our products apart from a very analogous design approach, where most brands generally feature blue and yellow hues, and wanted to honor our Irish heritage, while communicating our premium points of difference and our sustainability story.’  

The packaging refresh is the first for the brand since 2019, and the brand did extensive consumer research and testing to ensure positive feedback to the changes. In a Quant test, 69 percent of target consumers preferred the new packaging.  

Conor O'Donovan, general manager at Truly Grass Fed, added: ‘In addition to our consumers reacting positively to our new packaging, our key retailers have provided a lot of positive feedback too, especially when it comes to how our products now visually stand apart from others on shelves, and can easily speak to our high-quality proof points.’