Saputo Dairy UK’s dairy-free brand Vitalite has recently updated its packaging to prominently feature a ‘top 14 allergen free’ claim. This strategic move responds directly to the growing demand for clarity in food manufacturing, particularly among consumers managing food allergies.
With one in twelve children in the UK living with a food allergy, and nearly half of households reducing or avoiding dairy due to allergies or intolerances, the new design aims to provide reassurance on shelves, catering to those navigating dairy restrictions.
Claudia Stratford, Brand Manager at Vitalite, stated: “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.”
Additionally, the refreshed packaging emphasizes a clearer ‘dairy-free’ message, replacing the previous term ‘plant-based.’ This shift enhances comprehension for families managing food allergies.
“We have made this conscious shift as the term ‘dairy-free’ is clearer and easier to understand by families managing food allergies,” Stratford added.
Moreover, with one-third of Vitalite shoppers actively seeking out products devoid of artificial colors and preservatives, the new packaging will also spotlight an ‘Absolutely No Preservatives’ claim.
Saputo UK operates within the competitive food manufacturing sector, producing and marketing a diverse range of well-known brands in the UK, including Cathedral City, Clover, Country Life, Davidstow, and Frylight.