ALL THINGS, the fast-growing British dairy brand founded by chef Thomas Straker and entrepreneur Toby Hopkinson, is now available in Tesco, marking a major new milestone in the company’s UK retail expansion.
The launch brings ALL THINGS to one of the UK’s leading retailers at a time when modern consumers are increasingly looking for more quality, inspiration and versatility from the products they cook with every day.
What began as the viral butter content series, ALL THINGS has rapidly evolved into a modern dairy brand helping to reshape one of the supermarket’s most established aisles. The Tesco launch comes amid strong momentum for ALL THINGS, following a recent multi-million-pound raise, their own investment into a Scottish Dairy, continued category expansion and further international growth planned for later this year.
Today the brand launches in Tesco as part of the Accelerator programme, a 12 month development initiative designed to support innovative, high growth challenger brands. ALL THINGS will launch 2 SKUS; All THINGS Salted (200g) & Unsalted (200g), RSP £2.85.
For decades, dairy has been one of the most functionally driven categories in grocery, shaped largely by price, familiarity and habit. But consumer expectations are shifting.
Modern consumers are looking for products that combine quality, flavour and cultural relevance, even in the most everyday categories. They are engaged in social media, open to trying new brands and aligned with the trends they see around them. At the same time, retailers are placing greater emphasis on innovation and food inspiration, helping consumers cook better at home and trade up in the basket.
At the centre of this shift is ALL THINGS. In just two years, the brand has grown from an insurgent challenger into a category-defining force, changing the way consumers discover, buy and cook with everyday dairy staples.
Thomas Straker is not a traditional food founder. A chef whose cooking content has made simple ingredients culturally magnetic, his videos have generated over 1bn views, helping build one of the most influential food audiences in food media. That cultural authority is translating into measurable retail momentum, with ALL THINGS performing strongly across major grocers in dairy segments that have seen minimal innovation for decades.
Toby Hopkinson, co-founder of ALL THINGS, said: “Launching in Tesco is a hugely important milestone for us. It brings ALL THINGS to millions more shoppers and marks a major step forward in our ambition to build a modern British dairy brand at scale.”
The Tesco launch also reflects wider changes in how people shop and cook. As scratch cooking, premium-at-home meals and chef-led inspiration continue to shape food culture, consumers are bringing a more considered mindset to even the most familiar supermarket staples.
In that context, ALL THINGS arrives in Tesco not simply as another dairy listing, but as a brand built around taste, modern cooking and cultural relevance.
