Saputo Dairy UK’s dairy-free brand Vitalite has updated its packaging to include a ‘top 14 allergen free’ claim on pack.
With 1 in 12 children in the UK living with a food allergy, and 50% of households reducing or avoiding dairy due to allergies or intolerances, the new design aims to offer reassurance at shelf for those managing dairy allergies or intolerances.
Claudia Stratford, Brand Manager at Vitalite, commented: “We know how much diligence allergy families put into checking labels constantly. This redesign goes beyond aesthetics; with clear on pack messaging, we are offering allergy-aware families the reassurance and visibility they need to feel immediate confidence in what they are buying.
“Supporting allergy families is an integral part of the Vitalite brand and to showcase the ‘Top 14 Allergen Free’ claim on pack reinforces this commitment to our audience.”
The refreshed packaging will also feature a prominent and clearer ‘dairy-free’ message, replacing the previous ‘plant-based’ language.
“We have made this conscious shift as the term ‘dairy-free’ is clearer and easier to understand by families managing food allergies,” added Stratford.
With one third of Vitalite shoppers actively seeking out products with no artificial colours and preservatives, the new packaging also highlights a ‘Absolutely No Preservatives’ claim on pack.
Saputo UK produces and sells a range of popular brands in the UK market, including Cathedral City, Clover, Country Life, Davidstow and Frylight.
