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UK shoppers spread the love as sales of flavoured butter take off
The Guardian
|September 27, 2025
Butter is no longer just salted or unsalted: British shoppers are increasingly buying flavours such as chocolate and truffle, driven by social media trends and a growing appetite for convenience in home cooking.
Figures from Worldpanel, an analyst that tracks supermarket sales, show spending on flavoured butters across Britain rose by 24% in the 52 weeks to 7 September 2025, compared with the previous year.
Ocado, the UK's largest online-only supermarket, reported searches for flavoured butter had risen 184% in the past year. Monthly sales of M&S's smoky cowboy butter infused with spicy flavours such as chipotle, sold via Ocado, have increased by 136% after its launch this year.
Experts put the rise down to young people who want to experiment and add flavour to their meals. TikTok videos have encouraged the trend.
This story is from the September 27, 2025 edition of The Guardian.
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