All Things Butter has launched a category-first chocolate butter into Waitrose.
The All Things Butter Chocolate (rsp: £2.95/ 125g) launch is the second sweet flavour from the challenger brand this year, following the unveiling of its Cinnamon Bun butter in May.
The launch forms part of the brand’s mission to expand the category with chef-crafted flavours that create more occasions for butter use.
“We’re so proud of our new chocolate butter innovation, and can’t wait for it to hit shelves,” said co-founder Toby Hopkinson. “Flavoured butter is becoming increasingly popular, largely thanks to brands like ours that are changing the way butter is perceived.”
It was developed at the brand’s Somerset farm, Brue Valley, supported by Great British Bake Off star and equity partner Ruby Bhogal.
The “more grown-up take on a classic chocolate spread” blends chocolate with 100% British cream that has been twice-churned for “extra flavour and creaminess”. It contains 17.5g of sugar per pack.
Read more: All Things Butter launches Cinnamon Bun flavoured butter in first for category
“It’s super-delicious, and of course is ideal for slathering over toast, crumpets or waffles, but what’s most exciting is that it takes the hard work out of baking for people who aren’t pro bakers,” said Bhogal. “It is extremely versatile; add it to batter to make pancakes or croissants with a deep chocolate flavour throughout, use it to create a chocolate crumble or blend it with icing sugar to make a decadent cake frosting.”
The All Things Butter range also includes classic butters Salted and Unsalted, and flavoured Chilli and Garlic & Herb.
“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 Hopkinson.
The Chocolate SKU launches into Waitrose on 9 October, with Ocado and other retailers following in November.
The retailer said it had seen huge demand for flavoured butters with its customers.
“We are so excited to be launching an exclusive chocolate butter at Waitrose with All Things Butter on 9 October,” said Carly Stage, Waitrose buyer for cheese, butter, spreads & fats. “Creamy, indulgent and the perfect addition to a weekend brunch, chocolate butter tastes incredible spread on a croissant, a piece of toast, or even on a slice of cake!”
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