Its latest effort to overcome the discrimination against it is truly remarkable. Should we then make the butter industry pay a tax on white butter, which looks like margarine, in order to be sure that the housewife who wants margarine does not get fooled Into buying butter? …ĭuring its many years of trying to exist despite artificially created handicaps, the margarine industry has demonstrated the type of creative and inventive ability that few other food industries have displayed. Unsalted butter and whipped butter are almost as white as margarine. Never mind that butter itself was often artificially colored yellow-to make it look more like what it actually was. (The loophole being, that consumers could color it themselves.) Louis, Missouri, and will roll out to other retailers in the coming weeks.The EZ Color Pak (for Cudahy’s Delrich margarine) and the Pliofilm “Squeeze-Mix” margarine package: two versions of a package that would never have existed except for the strength of the Dairy lobby in getting laws passed that prohibited margarine from being pre-colored to resemble butter. LAND O LAKES ® Soft Squeeze ™ butter spread is already available at Schnucks stores in and around St. “Everyone is really excited about this unique product.” “Retailer response has been terrific,” says Laura. Walmart stores will carry it as well as many other retailers. Our investment in LAND O LAKES ® Soft Squeeze ™ butter spread is already looking good. When the walls touch, the consumer can ‘squeegee’ out the product.” Innovation is key The thin walls of bottle allow it to fully collapse and the side walls can be squeezed together. “To combat this, we designed a custom, malleable bottle to ease in product dispensing. “Due to the firm nature of the product, squeezability was on the difficult side,” says Brianne. “Since there was a desire to make the spread with butter, we had to do things such as adjust the butter and milkfat percentages.” “For about six months, we were in the pilot plant almost weekly to work through formulations and process parameters,” says Jill. That meant spending many hours in our Arden Hills pilot production plant. She and the product developer worked closely with Brianne to ensure any changes made to the formulation and processing lined up with packaging and vice versa. Jill needed to determine a consistent production process that yielded the desired finished product. “Even small changes to the process affect performance of the finished product." “This product has a heavy process and formulation interaction,” says Jill Paddock, senior process engineer. “We learned that you can’t squeeze butter with canola oil out of a bottle or tube directly from the refrigerator,” says Brianne Maier, Dairy Foods packaging R&D manager.Īnother challenge was the relationship between the product, process, and packaging. First, the team prototyped butter with canola oil as a squeezable product. In 2015, Land O’Lakes R&D began figuring out a way to make a spread come out of a bottle without sacrificing taste, texture and appearance. “Our positioning and marketing campaign will be around ‘keep my butter clean,’” says Laura. And according to multiple focus groups, they also like clean butter-no crumbs. For this segment, taste and a clean ingredients list is also important. The majority of our target consumer segment have children family and traditions are important to them. “This is a group that prioritizes convenience, wants to feel more confident in cooking, and cares about brands that share their values.” “Our target consumer segment leans toward Millennials,” says Laura. And that plays well with our target consumer segment. Since the concept of squeeze spread isn’t new, we found a way to make LAND O LAKES ® Soft Squeeze ™ butter spread stand out: It contains real butter. “We are replicating the success of squeezable products in other categories such as mayo, jelly and sour cream,” says Laura Dada, associate marketing manager for Dairy Foods. Now in 2018, Dairy Foods is launching its next butter platform: LAND O LAKES ® Soft Squeeze ™ Butter Spread. SQUEEZE BUTTER FULLWe started with full sticks of sweet cream butter in 1921.
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