Truly Grass Fed Updates Packaging for Dairy Products
The company is making it easier for shoppers to identify 95% grass-fed and non-GMO dairy options at Whole Foods Market stores.
Updated on Oct. 24, 2026 in Organic Food
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Truly Grass Fed has updated the packaging for its line of butter and cheese, which features dairy from 95% grass-fed cows. These products are now available at more than 350 Whole Foods Market stores across the United States.
Why it matters
The company redesigned its labels to prioritize visibility of certifications like Non-GMO Project Verified, aiming to better align with growing shopper demand for responsibly sourced dairy products. This shift follows data showing strong market preference for grass-fed items.
A recent market review found that grass-fed retail sales for butter and cheese exceeded Pasture Raised sales by over two times in the last year. It remains unknown how these purchasing trends will evolve as more retailers expand their organic and specialty dairy sections.
The players
Truly Grass Fed
An Irish dairy producer that specializes in butter and cheese products sourced from grass-fed cows.
Whole Foods Market
A national organic and natural foods grocery chain that distributes specialty dairy products.
The details
The new packaging was developed based on a consumer panel study designed to make key product attributes, such as the absence of growth hormones and antibiotics, more prominent on store shelves. Truly Grass Fed utilizes dairy sourced from Ireland, where cows receive 95% of their diet from grass. The products are also Non-GMO Project Verified to ensure consistency with consumer preferences for third-party quality standards.
Timeline
Last year, grass-fed retail sales outperformed Pasture Raised products.
The packaging refresh was announced in October 2026.
New branding will roll out across the entire portfolio from late 2026 to early 2027.
Health Landscape
This move reflects a sustained shift in the dairy market where shoppers prioritize products labeled as responsibly sourced or grass-fed. It follows a pattern set by the broader industry trend of increasing demand for dairy products with specific third-party quality certifications.
When evaluating dairy products, look for third-party labels like the Non-GMO Project verification to quickly confirm that the item meets specific standards. Discuss your nutritional preferences for grass-fed versus conventional dairy with your doctor if you are monitoring your saturated fat intake.
The takeaway
Grass-fed dairy products are increasingly popular with consumers who prioritize transparency in sourcing. When shopping for butter or cheese, look for verified certifications on the package to ensure the product aligns with your personal health and wellness standards.
Further reading
Learn more about the standards behind Organic Food labels when shopping for dairy products.
Source note: This article includes information reported by Refrigeratedfrozenfood.
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