All Things Butter, known as the new disruptive dairy start-up to hit supermarket shelves, introduces a brand new category, sweet butter, with the launch of Cinnamon Bun Butter. The new range has been developed by Great British Bake Off 2018 finalist, Ruby Bhogal, who took the show by storm before building a mass online following with her signature bakes, and now joins the company as an equity partner. Cinnamon Bun is the first SKU to launch within the new range, and will be available to purchase at the start of June from Ocado, Modern Milkman, Gopuff, Zapp and independents, RRP £3.00, 125g.
Brand phenomenon, All Things Butter debuted a four-strong range of savoury butters in November 2023 (Salted, Unsalted, Garlic & Herb, Chilli), with nearly 250,000 blocks of butter sold within its first six months. Continuing to showcase the versatility of butter, Ruby joins the team to spearhead the brand’s next innovation line, as All Things Butter once again shakes things up with a category first to redefine the way people use butter. The partnership builds on All Things Butter’s existing culinary credentials, with its debut range developed by co-founder and chef Thomas Straker, offering the first chef-led approach to butter.
As equity partner, Ruby brings her expertise in baking and dessert-making, as All Things Butter places itself at the forefront of a shift into an unexplored area of the dairy sector. The newly launched Cinnamon Bun Butter offers a blend of creamy British butter with aromatic cinnamon, sugar and a hint of lemon. The sweet spread brings the warmth of freshly baked cinnamon buns to your kitchen, ideal for spreading over toast, crumpets, muffins, waffles and much more.
Ruby Bhogal comments: “I’m delighted to share that I will be joining the All Things Butter team to lead the brand’s next project and delve into a new market of sweet butter. We have been working on some truly delicious recipe developments that aim to evolve the category and get people using butter in new, creative ways. Cinnamon Bun is just the first in a series of amazing new flavours and I am sure all foodies will love it as much as I do!”
Toby Hopkinson, Co-Founder of All Things Butter adds: “We are thrilled to welcome Ruby to the All Things Butter family as we step into an exciting chapter for the brand. Our sweet butter range continues to bring new innovation to the butter category which has seen little to none in recent years, creating products that cater to changing consumer preferences and modern day foodies. As we can see from both All Things Butter and Ruby’s audiences, consumers are seeking new, interesting flavours in their everyday routines, which is exactly what we aim to offer with our disruptive butter concepts. With Ruby’s passion for flavour and expertise in baking, we are confident that our sweet butter range will set a new standard for the butter category.”
The new partnership and Cinnamon Bun launch with Ruby Bhogal is the latest news in a series of exciting developments for the disruptive dairy brand. All Things Butter has recently closed a successful investment round of £2.2 million to support further retail roll out, with Sainsbury’s and ASDA secured as its latest supermarket retailers, with more to follow.
