Today's consumers are looking for value of their products and are more demanding than ever. We can say that they are empowered, educated and enlightened. Every day, they place greater demands on manufacturers, are environmentally conscious and carefully choose what they buy. In the food industry, it is especially important to brand products in the right way, based on research conducted on the target groups of consumers, their needs and expectations. Mini dairy Veronika is an example of organic production that has created an impressive line of products without additives and preservatives on the domestic market for the last twenty years. With this final paper, we want to investigate whether Veronika's consumers have a built-in world about product quality and whether they are ready to accept products in packaging made of recycled materials. According to the results of the conducted research, a change in the packaging was proposed, which primarily refers to the choice of "sustainable" materials that can be recycled. The change would emphasize Veronika as a brand that offers ecological products and that offers "good value for money", also the "new" packaging could be more easily accepted by consumers if the communication refers to the quality of Veronika's products and the emotions it arouses in consumers. Furthermore, we would like to point out that there is a segment of consumers that is not well covered strategically, and it is precisely this population that is today's consumers, and a new marketing strategy should be created for them through digital channels.