Business
Land O'Lakes spreads innovation across the butter aisle
Tub butter products remain one of Land O’Lakes’ popular offerings and a core growth engine for Dairy Foods
Butter has long been a kitchen staple. But butter products in a tub? That is something Land O’Lakes created in 2003 to reflect changing consumer needs.
“One of the biggest consumer needs out there is spreadability of a butter product right out of the fridge,” Dairy Foods Marketing VP Angela Pengelly says. “That's where it all started. It's like, ‘My butter's hard. I can't spread it on my toast.’”
As convenience has become increasingly important, consumers have gravitated toward tub butter products for their ease and versatility. The introduction of flavored butter spreads took that appeal even further, with varieties like Cinnamon Sugar, Garlic & Herb and Honey adding instant flavor to everyday meals.
Today, tub butter products stand as one of Land O’Lakes’ most innovative products – combining decades of trusted dairy expertise with consistent performance and fun flavors to stand out on store shelves. With Land O’Lakes being a leader in the tub butter product space, the product also serves as a strategic growth lever, deepening engagement with households while fueling excitement through ongoing innovation.
“One of the biggest consumer needs out there is spreadability of a butter product right out of the fridge,” Dairy Foods Marketing VP Angela Pengelly says. “That's where it all started. It's like, ‘My butter's hard. I can't spread it on my toast.’”
As convenience has become increasingly important, consumers have gravitated toward tub butter products for their ease and versatility. The introduction of flavored butter spreads took that appeal even further, with varieties like Cinnamon Sugar, Garlic & Herb and Honey adding instant flavor to everyday meals.
Today, tub butter products stand as one of Land O’Lakes’ most innovative products – combining decades of trusted dairy expertise with consistent performance and fun flavors to stand out on store shelves. With Land O’Lakes being a leader in the tub butter product space, the product also serves as a strategic growth lever, deepening engagement with households while fueling excitement through ongoing innovation.
As convenience has become increasingly important, consumers have gravitated toward tub butter products for their ease and versatility.
Familiar ingredients, consistent performance
Land O Lakes® Butter with Olive Oil and Sea Salt is made with just four ingredients: pasteurized sweet cream, olive oil, salt, and sea salt. That simplicity is paired with performance. Each product is designed to spread smoothly, deliver consistent flavor and work the way consumers expect, every time they reach for it.Behind that reliability is a deeply collaborative, cross-functional approach. Teams from across the enterprise – including Consumer Insights, Marketing, Research and Development, Sensory Science and Culinary – work together to bring products to life that reflect how consumers actually use butter products in their kitchens.
Driving new usage occasions
Innovation remains core to Land O’Lakes’ tub butter product strategy.A flavor rotation program anchors the cooperative’s go-to-market plans, introducing new products every six months rather than once a year. Inspired by other categories, this strategy keeps the product lineup fresh and builds excitement at store shelves.
Upcoming tub butter product launches will serve as prime examples of Land O’Lakes’ innovation, balancing continued consumer engagement with efforts to draw in new consumers to try Land O Lakes® butter products. The team is also bringing back select favorites “from the vault,” like Every Little Thing® Butter Spread.
Every Little Thing® Butter Spread delivers a delicious twist on everyday favorites and elevates simple foods with a creamy yet satisfying crunch.
In addition, the team continues to explore new brand partnerships and collaborations that resonate culturally with younger consumers and create new usage occasions. Together, these initiatives position tub butter products as a critical driver in fueling Dairy Foods’ future growth.
“This is one of the most exciting times to be in the butter and spreads category,” Associate Marketing Manager Sierra Williamson says. “We are really thinking differently.”
This is the second story in a special series highlighting dairy innovation at Land O’Lakes, in recognition of National Dairy Month. Read the first story here.
“This is one of the most exciting times to be in the butter and spreads category,” Associate Marketing Manager Sierra Williamson says. “We are really thinking differently.”
This is the second story in a special series highlighting dairy innovation at Land O’Lakes, in recognition of National Dairy Month. Read the first story here.
