UK shoppers spread the love as sales of flavoured butter take off

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.

- Sarah Marsh Consumer affairs correspondent

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.