Truly Grass Fed is introducing certification-focused dairy packaging that makes its sourcing standards easier for shoppers to recognize. The redesigned butter and cheese labels give greater visibility to the brand's 95% grass-fed distinction and Non-GMO Project Verified certification, helping consumers identify important product attributes when making purchasing decisions.
Developed using insights from a shopper panel study, the refreshed designs prioritize clearer communication and stronger shelf recognition. The updated appearance will gradually extend across the company's dairy portfolio as demand for grass-fed products increases. Over the past year, grass-fed butter and cheese sales grew 4.6% in volume and 12.3% in value.
For Truly Grass Fed, the redesign could strengthen consumer trust and differentiate its products in a growing category. Its expanded distribution across more than 350 Whole Foods Market locations also provides greater exposure for the updated packaging.
Image Credit: Truly Grass Fed
What's Driving This Trend
- Certification-led Labeling
- Visible third-party claims on packaging create new white space for brands to convert complex sourcing standards into fast, trust-building shelf cues.
- Grass-fed Premiumization
- Rising value growth in grass-fed dairy signals room for premium product lines that connect animal diet, quality perceptions, and everyday staples.
- Shopper-informed Packaging
- Consumer research-backed redesigns are reshaping packaging into a performance tool that improves recognition, comprehension, and purchase confidence.
Who This Affects Most
- Dairy Products
- Butter and cheese makers can differentiate in crowded refrigerated aisles by making sourcing, feed practices, and verification marks central to product identity.
- Food Packaging
- Packaging suppliers have an expanding role in designing claim-forward formats that balance certification visibility with brand storytelling and retail impact.
- Grocery Retail
- Retailers benefit from clearer attribute-based packaging as shoppers increasingly navigate premium, ethical, and health-oriented choices at the shelf.
