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. Truly Grass Fed's products bring the passion of Irish farmers to the marketplace with high-quality dairy ingredients.

Along with being non-GMO project verified, Truly Grass Fed's products are free of all growth hormone rBST and antibiotics, and are Animal Welfare Approved by A Greener World. Truly Grass Fed's farms typically have an average of one cow for every two acres of land, and its farmers share deep bonds with their herds. As a farmer-owned co-operative organization, sustainability, regenerative agriculture practices and animal welfare are always top priorities.

"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 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.

"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 at Truly Grass Fed.