Spread the word: Flavoured butter is the new kitchen essential

New data from the UK’s largest online-only retailer Ocado.com reveals a significant rise in demand for flavoured butters, from American-inspired smoky Cowboy butter to indulgent truffle spreads.

Searches for ‘flavoured butter’ on Ocado.com have risen by 184%* in the last twelve months, which represents a threefold increase year-on-year, suggesting that customers and food lovers are on the lookout for more adventurous twists on the humble everyday staple. 

The latest addition to the craze is Cowboy butter – an American-inspired butter known for its versatility both as a spread and a dipping sauce, which brings a smoky western flavour to cooking thanks to its blend of garlic, herbs, paprika and chilli. Since launching on Ocado.com, sales of the M&S Smoky Cowboy Butter have surged a staggering 136%** month-on-month.

Social media is also fuelling this flavoured butter craze, with the rise of ‘buttertok’, inspiring foodies to experiment with new flavours. TikTok Videos, such as those by viral chef @desbakesfromscratch, have amassed over 900k+ views.

M&S’s Smoky Cowboy Butter has been whipping up excitement since its launch, with taste test videos on TikTok, such as from @british_sourdough, racking up over 30k+ views and helping to spread the craze for bold, new flavours.

The data also shows truffle-flavoured butter is fast becoming a dining table favourite, with a 71%* year-on-year increase in searches on Ocado.com. A recent standout favourite is the M&S Collection Parmigiano Reggiano & Truffle Butter, with sales on Ocado shooting up by an impressive 147 %** over the last month. 

For those craving a more traditional flavour kick, sales of the M&S Collection Garlic & Herb Butter are on the rise, having jumped 107%** on Ocado in the past month, alongside a 35%* year-on-year uplift in searches for the delicious classic.

Harriet Northover, Butter & Spreads Buyer at Ocado Retail, said: “We’ve seen a recent boom in demand for flavoured butters as they’ve become a popular and easy way to elevate everyday meals and add a gourmet touch to any dish, from steaks to vegetables. Exciting new launches, such as M&S’s Smoky Cowboy Blended Butter, are encouraging home cooks to explore more adventurous options beyond traditional butter.

Andrew Haigh, Senior Buyer at M&S, comments, “Flavoured butters are a simple but brilliant way to add a gourmet twist to everyday cooking, and we’ve seen growing demand from customers looking for exciting, on-trend flavours. Year to date, sales of flavoured butters are up +118%, and during our Farm to Foodhall campaign with Tom Kerridge we saw an incredible +230% uplift. They’re a fantastic way to elevate everything from steak to simple veg, while also tapping into some of the most talked-about flavour trends, like the recent cowboy butter craze. With launches such as our Smoky Cowboy Butter, we’re making it easy for shoppers to explore bold, adventurous flavours while still keeping mealtimes quick and effortless.

It’s also proving to be a real hit online, with trends like #ButterTok driving customers to try new butter flavour combinations. As this trend grows, we’ll continue to look at expanding our range to offer even more ways to add a hint of luxury to everyday cooking.”

Shoppers can explore the full range of flavoured butters, along with a variety of other favourite foods, at Ocado.com. 

-ENDS-

Notes to editors:

• *Based on Ocado search data taken from  27.08.23 – 24.08.24 vs 27.08.24 – 27.08.25
• ** Based on Ocado sales data taken from 22.07.25 – 22.08.25 vs 22.08.25 – 22.09.25

List of products:

• M&S Collection Parmigiano Reggiano & Truffle Butter
• M&S Smoky Cowboy Blended Butter
• M&S Collection Garlic & Herb Butter