Vitalite has introduced a ‘Top 14 Allergen Free’ claim on pack in a bid to provide ‘instant reassurance’ to those navigating allergies and intolerances.
The new declaration confirms that the dairy-free spread is free from all 14 major allergens, including eggs, gluten, nuts and soya.
The packaging refresh forms part of Vitalite’s commitment to supporting families of the one in 12 children in the UK living with a food allergy, the Saputo-owned brand said.
It also signals a transition away from Vitalite’s previous plant-based messaging, which has been replaced with “prominent” dairy-free language to make it “clearer and easier to understand by families managing food allergies”.
According to Vitalite, 50% of households reduce or avoid dairy due to allergies and intolerances.
The brand had also incorporated an ‘Absolutely No Preservatives’ message into the redesign, which would appeal to one-third of Vitalite shoppers, who seek out products with no artificial colours and preservatives, it said.
“We know how much diligence allergy families put into checking labels constantly,” said Claudia Stratford, brand manager at Vitalite.
“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.”
No comments yet