Today’s food pioneers are pushing the boundaries of flavor combinations and turning classic pairings on their head. Take Epicurean Butter, for example. As it continues to expand the category of flavored butter, the company is introducing innovation in countless forms in order to inspire consumers to try something new.
Though its single-serve squeeze packs were launched a couple of years ago, Epicurean Butter is finding its niche with meal kit delivery companies as convenience continues to trend. I chatted with Niloy Phukan, Chief Commercial Officer, to find out more about how this unique product is helping Epicurean Butter pave the way for a flavored butter bonanza across all channels.
“We first introduced our single-serve squeeze packs because we saw an opportunity to do something no one else in the market was doing. While single-serve butter exists in foodservice, we wanted to adopt a more unique format to integrate convenience,” Niloy explained to me. “Butter is a very versatile ingredient that packs both a savory and sweet flavor. Our lineup touts a really clean ingredient deck, which, when combined with the squeeze format, can help home chefs simplify the process of preparing a recipe.”
This ease of use is but one reason why Epicurean’s squeeze packs have been such a smash hit in the meal kit market. HelloFresh, Home Chef, Green Chef, and even Amazon have all signed onto the bandwagon that is Epicurean Butter’s flavored squeeze pack line—a bandwagon that I believe is on the precipice of being the norm.
Beyond meal kits, Niloy noted that the single-serve squeeze packs also are a good way for grocery retailers to drive trial among consumers.
“There isn’t a dominant flavored butter in the market, which is what we’re trying to create. We want to encourage shoppers to try out more applications for butter, and we’re making it worth their while in the flavor department. We’re actually one of the only companies that has a whole portfolio of flavored butters for consumers to try,” Niloy said. “We also do custom blending. Our chefs come up with flavored butters I have never seen before that are very innovative and delicious.”
Among Epicurean Butter’s flavorful lineup are the likes of Everything Bagel, Honey Vanilla, Black Garlic, Dijon, and Cinnamon Brown Sugar. Each flavor opens up the possibilities for pairing with almost anything.
“With our single-serve format, we wanted to challenge consumers to think beyond the traditional condiments and recipe bases because there are truly so many applications,” Niloy continued. “For example, Starbucks is using our Dijon flavor in one of their paninis, while other companies are finding our butters to be the perfect accompaniments for a variety of on-the-go options.”
If you’re already imagining Epicurean Butter’s flavored butter line taking over deli counters across retail, you’re not alone. As to when this dream will become a reality, Niloy teased potentially soon. In the meantime, Deli Market News will continue to keep you apprised of the latest innovations capturing our industry’s imagination.