Truly Grass Fed Debuts New Packaging for Dairy Line
The brand is refreshing its cheese and butter packaging to highlight product attributes following consumer research.
Updated on Oct. 24, 2026 in Organic Food
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Truly Grass Fed has launched new product packaging for its butter and cheese portfolio to make key attributes more recognizable to shoppers. The refresh follows consumer research and emphasizes the dairy brand's commitment to responsible sourcing.
Why it matters
The company aims to align its branding with shifting consumer preferences for certified, responsibly sourced dairy products. This design update helps shoppers quickly identify essential features like grass-fed certification and the absence of hormones.
Truly Grass Fed products feature dairy from cows with 95% grass-fed diets and are Non-GMO Project Verified. The brand currently offers 8oz butter blocks in more than 350 Whole Foods Market stores.
The players
Truly Grass Fed
This dairy brand specializes in products derived from cows raised on grass-fed diets in Ireland.
Whole Foods Market
This American multinational supermarket chain focuses on organic and natural food products.
The details
The company redesigned its packaging based on findings from a consumer panel study, opting to increase the prominence of third-party certifications and the grass-fed distinction. These products are produced using dairy from Ireland and are free from growth hormones and antibiotics.
Timeline
Last year, grass-fed retail sales outperformed Pasture Raised sales by more than double.
In October 2026, the company announced the packaging refresh.
New packaging is scheduled to roll out across the product portfolio from late 2026 through early 2027.
Culture Shift
This move capitalizes on the clear consumer pivot toward transparency, where shoppers increasingly prioritize labeled certifications and responsible farming practices. By redesigning packaging, the brand aligns itself with the broader movement toward intentional and value-driven grocery shopping.
Shoppers can expect to see the updated packaging designs on store shelves as they roll out over the coming months. This change will make it easier to identify products that meet specific standards, such as non-GMO and hormone-free certifications, during regular grocery trips.
The takeaway
Consumers can leverage these clearer labels to make quicker, more informed purchasing decisions at the grocery store. Prioritizing products with third-party certifications helps shoppers ensure their purchases align with their personal health and sustainability standards.
What happens next
The new packaging design will continue its rollout across the full Truly Grass Fed product portfolio throughout early 2027.
Further reading
Learn more about the latest trends in the industry by visiting the Organic Food section.
Source note: This article includes information reported by Refrigeratedfrozenfood.
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