With bread sales falling through the floor – jams, preserves and spreads have never been under more pressure to up their game. Chocolate spreads and nut butters have certainly responded to the breakfast battle cry, both enjoying double-digit growth over the last 12 months, whilst honey – a traditionally static spread – has made up for being a little slow out of blocks; pushing its ‘at one with nature’ positioning with impressive gusto.
The revival of all three products has undoubtedly had a lot to do with their capacity to distance themselves from bread, politely pointing out that they are sufficiently versatile to be dolloped on porridge and participate in a variety of home baking adventures in addition to being stirred into sauces or included in smoothies and milkshakes.
Jam on the other hand has struggled to escape its dependence on bread or even establish a younger, more dynamic profile. Worse than that, many jams and spreads remain the unwitting home for all manner of artificial nasties like refined sugars, potassium sorbate, palm oil, pectin, soy, cocoa solids or xantham gum (to name but a few).
We rather like our fruit in bowls and our chocolate in boxes which is when we decided the moment was ripe for butter to be less of an extra and more of a lead actor at breakfast time.
Why reach for two tubs when Moose Maple Butter can fulfil all your indulgent cravings? To our way of thinking Moose Maple Butter makes anything from a thick slab of toast, to a pancake or hot cross bun taste a little extra special.
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