Vitalite refreshes packaging to stress allergen-free claims

Saputo Dairy UK’s dairy-free brand Vitalite, has refreshed its packaging to include a ‘Top 14 Allergen Free’ claim on pack – thought 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 is part of Vitalite’s commitment to supporting families living with allergies and intolerances. 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 (source: Walnut B&S Tracker Mar 22- Mar 25), the new design aims to offer instant reassurance at shelf for those managing dairy allergies or intolerances and clearly communicates Vitalite’s suitability for these consumers. 

Claudia Stratford, brand manager at Vitalite, noted how much diligence allergy families put into checking labels constantly and that the 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,” Stratford explained.

“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.”

In addition to the new allergen-free claim, the refreshed packaging will also feature a prominent and clearer ‘dairy-free’ message, replacing the previous ‘plant-based’ language.

She continued: “We have made this conscious shift as the term ‘dairy-free’ is clearer and easier to understand by families managing food allergies.”

The new design will also highlight a new ‘Absolutely No Preservatives’ claim on pack, particularly important as one third of Vitalite shoppers actively seek out products with no artificial colours and preservatives.