All Things Butter, a new British organic butter brand co-founded by chef Thomas Straker and Toby Hopkinson, is launching a four-strong range in Ocado next month.
The brand claims to offer a fresh take on the butter category with variants: Salted, Unsalted, Garlic & Herb, and Chilli. All Things Butter states that it is aiming to disrupt the dairy industry, offering the first chef-led approach that introduces a flavour range that puts British farming at the forefront and donates 1% of its revenue to support the British agricultural industry.
All Things Butter started as a social series on Straker’s Instagram and TikTok channels that quickly became viral during lockdown, where the chef explored unique ways to enhance recipes using butter. The demand and interest in the series encouraged the two friends to turn the lockdown idea into a supermarket brand.
Hopkinson said: “When developing the brand, we visited over 30 supermarkets to conduct market research, and felt the dairy category had seen too little innovation for far too long. Supermarket shelves were dominated by traditional, heritage-led brands, and the butter industry faced difficulty due to the growth of butter alternatives, as consumers increasingly replaced butter with cooking oils in their cooking. With no one fighting back against the dairy-free and plant-based products that have rapidly taken category share, we felt there was a perfect place to disrupt and add in a real taste-led alternative”.
Straker added: “We can’t wait to launch All Things Butter to the masses and offer a new, fresh take to the butter industry. We hope to show consumers that buying fantastic butter can elevate everyday cooking, whether that be by using our flavoured butter as a strong replacement for olive oil or even as a substitute for pasta sauce. Not only does butter have an excellent taste, but it’s also a natural ingredient that holds nutritional value”.
This September, All Things Butter announced a pre-seed funding of over £530,000, which included serial investor in consumer brands, Adam Levene, along with co-founders of Lucky Chap Entertainment, Josey McNarma and Thomas Ackerley, who produced box office hit Barbie.
The full product range of All Things Butter will be available to purchase from 8 November in Ocado, followed by launches into Planet Organic, Zapp, Gopuff, Getir, Modern Milkman, Milk & More & independents. RRP of £3.10 for the 125g for Garlic & Herb and Chilli variants and £3.15 for the 250g for Salted and Unsalted variants.
NAM Implications:
- Many ‘disruptions’ come from outside the categories…
- …launched by persons ‘inexperienced’ re the category…
- …in that they don’t know what can’t be done.
- (they ask ‘Why not?’ as their ideas are given the ‘NIH’ treatment by those closer to the category)
- While the rest of us await the inevitable market response, ‘Now why didn’t WE think of that’?
