Glanbia Ireland has launched Truly Grass Fed cheese on retail shelves in the United States.

The brand plays in the 'natural' segment of the market, with particular focus on informed consumers seeking products with verifiable claims.

It aims to capitalise on Ireland’s Origin Green credentials and the high standards achieved by Irish dairy farmers.

A growing proportion of consumers are willing to pay for verified production standards.

The product is independently verified through certification to relevant standards.

Accreditation currently shown on the pack includes:

  • Grass-Fed certified (95%);
  • Non-GMO Project verified; and
  • Animal Welfare approved.