Saputo Dairy UK’s dairy-free brand Vitalite has refreshed its packaging to include a ‘Top 14 Allergen Free’ claim on pack.
This is believed to be the first in the UK in the butters and spreads category. The claim confirms that Vitalite is free from all 14 major allergens, including eggs, gluten, nuts and soya.
The new packaging reflects Vitalite’s focus on families managing allergies and intolerances. With one in 12 children in the UK living with a food allergy, and 50% of households reducing or avoiding dairy, the new design aims to communicate Vitalite’s suitability for these consumers.
In addition to the new allergen-free claim, the refreshed packaging also features a prominent and clearer ‘dairy-free,’ message, replacing the previous ‘plant-based’ language.
The new design also highlights a new ‘Absolutely No Preservatives’ claim on pack, and comes with one-third of the brand’s shoppers actively seeking out products with no artificial colours and preservatives.
The new packs are available now.
