As part of the Alnatura pasture milk relaunch, Alnatura has converted its entire range of basic dairy products to pasture milk – a significant step towards greater animal welfare and the highest product quality. What is special about this reorientation is that Alnatura is setting new standards with the new pasture milk quality that go well beyond the current EU organic and association guidelines.
This consistent further development not only improves the welfare of dairy cows, but also creates a strategically important differentiation in the dairy products segment. Consumers can rely on even higher quality milk that meets the principles of sustainable, responsible farming.
With the Alnatura Weidemilch relaunch, the company is once again underlining its pioneering role in animal welfare initiatives and sustainable food production. At the same time, Alnatura is setting new quality standards and strengthening its position as a trustworthy organic brand that is actively committed to a better future in agriculture.
For our packaging design, the Alnatura pasture milk relaunch meant giving added value communication a central place. As the topic of pasture milk is of particular interest to many consumers, it was important to us to present the relevant information clearly and comprehensibly in the smallest possible space. We achieved this through the targeted integration of seals and an explanatory window on the packaging that makes the benefits of pasture milk transparent. This allows customers to see at a glance what added value the products offer and how they contribute to promoting animal welfare.
The design of the milk packaging served as the starting point for the entire roll-out. We adopted iconic elements such as the characteristic blue and adapted them consistently to the entire range of basic dairy products. At the same time, we optimized the appearance in favour of a clearer, more uniform brand presence. This standardization not only strengthens the recognizability of the products, but also underlines Alnatura’s claim to combine the highest organic quality with a sophisticated, consumer-friendly design.
With this design line, the Alnatura Weidemilch relaunch was also consistently implemented visually, so that the packaging design not only conveys the new quality level of the products, but also effectively reflects the values of the Alnatura brand.
We accompanied the changeover of the product range with an eye-catching billboard and advertising campaign. With a simple, clear and consistent approach, we focused on the main message, the added value for animal welfare. Strong visuals and catchy headlines create maximum attention and the opportunity to quickly grasp the topic.
With its switch to pasture milk, Alnatura is among the finalists for the German Sustainability Award 2025 in the “Transformation Field Nature” category, which recognizes sustainable products.