The Packaging Move
Truly Grass Fed, the Irish-sourced premium dairy brand, is rolling out refreshed packaging across its butter and cheese portfolio over the coming months, putting its "95% grass-fed" distinction and Non-GMO Project Verified seal front and center. The redesign was driven by a shopper panel study examining how consumers engage with the brand at point of purchase — a direct response to growing retailer and shopper pressure for clearer on-pack transparency.
Jaclyn Crabbe, Marketing Director for Truly Grass Fed, said the updated look was built around today's dairy shopper. "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," she said. The revamp strengthens overall brand visibility and expands the footprint of third-party certifications on shelf — a move that matters in a set where premium cues increasingly drive trial.
Category Numbers
The timing tracks with measurable momentum in the grass-fed dairy segment. Over the past year, combined butter and cheese volume labeled grass-fed rose 4.6% while retail value climbed 12.3%, according to SPINS data. Grass-fed retail value sales for the combined butter and cheese segment were more than twice the size of the pasture-raised segment — a gap that suggests the grass-fed call-out is carrying more weight with shoppers than broader welfare-adjacent claims.
For convenience retailers stocking premium dairy in grab-and-go coolers or expanded grocery sets, that value premium is relevant context. Packaged dairy has been a quiet growth driver in the c-store fresh and refrigerated reset, and brands with verified third-party credentials tend to hold margin better than commodity equivalents.
Distribution Expansion
Alongside the packaging refresh, Truly Grass Fed is adding retail doors. Its Salted and Unsalted 8 oz Butter Blocks are now carried in more than 350 Whole Foods Market locations, a significant step up from its prior presence with the banner. Whole Foods' shopper base skews toward the same transparency-oriented, premium-willing consumer the brand is targeting with its redesign.
Wider natural and conventional grocery distribution typically precedes entry into convenience and club channels for premium dairy brands, making this expansion a signal worth tracking for operators building out refrigerated grocery adjacencies. For single-store operators and regional chains adding better-for-you dairy SKUs, grass-fed butter in particular has shown strong velocity in premium urban and suburban trade areas.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
