As consumers are increasingly losing their fear of fat, companies are increasingly experimenting with full-fat products. The rebirth of fat is seen in many markets across the world and in the UK, a young start-up has embarked on a mission to change the way butter is perceived and expand its usage occasions. After a successful first 18 months in the market with products like cinnamon bun butter and chili butter, All Things Butter has launched what may be a first in Europe: chocolate butter.
Intended for use in recipes ranging from cocktails to cakes, or simply on a piece of bread as a “more grown-up take on a classic chocolate spread”, the butter is made from 100% British cream, cocoa powder, icing sugar, light brown sugar, lemon juice, salt and vanilla extract powder. It delivers 14g of sugar per 100g, which is only a quarter of the amount of sugar found in other chocolate spreads like Nutella.
At £2.95 ($3.85/€3.55) per 125g block, the chocolate butter is priced at a significant premium of 100-175% compared to other chocolate spreads and 105% compared to Arla's Lurpak, the UK market leader in standard unflavoured butter. All Things Butter is currently available in high-end retailer Waitrose, who says it has seen “huge demand” for flavoured butter, with other major UK retailers to follow in November.
“Butter is no longer an occasional purchase to simply spread onto toast at breakfast. It’s fast becoming a staple ingredient for dishes prepared across all mealtimes, and the snacks in between, to elevate and add new twists to tried and tested recipes,” said Toby Hopkinson, co-founder of All Things Butter, in a press statement.
Indeed, one of butter’s key strengths is that it tends to improve the taste and texture of most any food and drink product. The higher fat content brings a satisfying and indulgent mouthfeel. All Things Butter leans heavily on this in its value proposition, with slogans like “everything tastes better with butter” and “elevate everyday eating”.
The brand targets “modern foodies” and is supported by a range of chefs and bakers, with Ruby Bhogal from popular TV programme The Great British Bake Off being an equity partner in the business.
