TRENDS : 60% butter: tomorrow's standard?
Will 60% butter become tomorrow's standard like semi-skimmed milk has done in the milk range? The answer will depend on the market players and consumers. Around ten years ago, the first reduced-fat butters (60% compared with full-fat butter 80 – 82%) were rather disappointing from both a practical and culinary point of view. Today, subsequent improvements in recipes have, however, narrowed the differences with full-fat butter.
On certain markets, the 60% butter meets a demand for reduced calorie products. And on others, it is the attraction of a cost price per kg that enables it to take its position with a more competitive retail price. And yet on others, it is the healthy and natural side of dairy products that has made it successful when compared with the vegetable fats on offer. There is therefore no shortage of advantages for 60% butter.
At Agral Butter, we have worked extremely hard to develop 60% butters in terms of recipes and manufacturing processes. A priority project has been undertaken to eliminate additives and colouring from the initial recipes. The development of a 60% clean label butter opens up new perspectives at the level of consumer expectations in most of the markets in which we operate, through our brands or those of our customers.
So yes, 60% butter can take a leading position in the mass butter consumption market, subject to having the best 60% fat butter and marketing it through market positioning, which is adapted to the needs of the consumers in each market.
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