CHICAGO – Premium Irish dairy producer Truly Grass Fed introduced new packaging for its natural butters and cheeses.

The company’s butter line now comes in emerald green and magenta packaging that also highlights key product attributes and high-quality ingredients.

Truly Grass Fed products are non-GMO project verified, free of rBST growth hormones and antibiotics, and are animal welfare approved by A Greener World. A farmer-owned cooperative that focuses on sustainability and regenerative agriculture, Truly Grass Fed said its dairy farms typically have an average of one cow for every two acres of land, and its cows spend 250 days a year on pasture in Ireland.

"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," said Jaclyn Crabbe, marketing director for Truly Grass Fed. "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 company shared that this marks its first packaging refresh since 2019, following extensive consumer research and testing. The updated packaging is beginning to appear in dairy aisles and will continue to roll out in the months ahead.

"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" said Conor O'Donovan, general manager, Truly Grass Fed.

Truly Grass Fed will showcase the new packaging at the IDDBA 2023 show, in Anaheim, Calif., where attendees also can sample the brand’s products.