Co-founders, Thomas Straker and Toby Hopkinson, are excited to announce the launch of their new British butter brand, All Things Butter. This 100% organic brand is set to disrupt the dairy industry by introducing a range of butter variants that offer a fresh take on traditional flavors. The brand will officially launch on November 8th, 2023, with its four-strong range, which includes Salted, Unsalted, Garlic & Herb, and Chilli butter.
All Things Butter is not just another butter brand; it aims to put British farming at the forefront and showcase a chef-led approach to butter production. In an effort to support the British agricultural industry, the brand will also donate 1% of its revenue. Apart from Ocado, the brand has confirmed future stockists like The Modern Milkman, Planet Organic, Gopuff, and Milk & More.
The journey of All Things Butter started as a social series on Thomas’ Instagram and TikTok channels during lockdown. The series quickly became viral, gaining over 2 million followers. Encouraged by the growing demand and interest, Thomas and Toby, best friends from school, decided to turn their lockdown idea into a full-fledged supermarket brand.
The inaugural All Things Butter range offers four flavors of organic butter to retailers. The Salted 250g variant, recommended for serving on toast, features a light crunch and is of restaurant quality. The Unsalted 250g variant is designed for making compound butter with added ingredients and can also be used in day-to-day cooking and baking. The Garlic & Herb 125g variant elevates everyday dishes and can be used as a substitute for pasta sauce, especially with the addition of parmesan. The Chilli 125g variant, with its blend of chillies, smoked paprika, and lemon juice, takes food to another level and complements dishes like fish without the need for additional seasoning.
When developing the brand, Toby Hopkinson and Thomas Straker conducted extensive market research, visiting over 30 supermarkets. They realized that the dairy category has seen very little innovation and is facing competition from butter alternatives. Thus, they saw an opportunity to disrupt the market and introduce a taste-led alternative that would appeal to consumers.
Toby Hopkinson stated, “Supermarket shelves were dominated by traditional, heritage-led brands, and the butter industry faced difficulty due to the growth of butter alternatives. We felt there was a perfect place to disrupt and add in a real taste-led alternative.”
Thomas Straker expressed his enthusiasm for launching All Things Butter, stating, “We hope to show consumers that buying fantastic butter can elevate everyday cooking. Not only does butter have an excellent taste, but it’s also a natural ingredient that holds nutritional value.”
All Things Butter is manufactured by Brue Valley Farm in Somerset, known for its dedication to the production process and the use of traditional butter making methods. The butter is churned twice to achieve the perfect texture and enhance creaminess.
In September, All Things Butter secured pre-seed funding of over £530,000, attracting investments from notable individuals such as Adam Levene, a serial investor in consumer brands, and Josey McNarma and Thomas Ackerley, co-founders of Lucky Chap Entertainment, who produced the highly successful film, Barbie.
Starting from November 8th, the full product range of All Things Butter will be available for purchase from Ocado. Subsequent launches are planned for Planet Organic, Zapp, Gopuff, Getir, The Modern Milkman, Milk & More, and independent retailers. The suggested retail prices are £3.10 for the 125g Garlic & Herb and Chilli variants, and £3.15 for the 250g Salted and Unsalted variants.
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