VITALITE has refreshed its packaging to include ‘Top 14 Allergen Free’ labelling on the pack.
The statement confirms that Saputo Dairy UK‘s 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, 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, 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.”
In addition to the new allergen-free labelling, the refreshed packaging will also feature a prominent and clearer ‘dairy-free’ message, replacing the previous ‘plant-based’ language.
Claudia 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’ label on pack, which the brand said is particularly important as one third of Vitalite shoppers actively seek out products with no artificial colours and preservatives.
