Wesson’s decision to introduce its plant-based butter stems from a strategic move to leverage the brand’s equity in the Northeast, where the product will be available at select retailers. This initiative aligns with the increasing consumer demand for plant-based options, as noted by Irwam Webb, director of U.S. retail sales at Wesson. The new butter line reflects Wesson’s recent brand revitalization, featuring a modern aesthetic while honoring the trusted qualities that consumers have relied on for years, such as clean ingredients. Moreover, it addresses contemporary trends like healthy eating, incorporating essential nutrients like calcium and vitamin D3, which are vital for 21st-century diets.
The plant-based spreadable market is projected to reach $2.5 billion by 2027, with a compound annual growth rate of 4.9%, according to a report by Markets and Markets. A significant factor driving this growth is consumers’ increasing awareness of the social and environmental implications of their food choices. However, the sales of plant-based products, including spreads, have faced challenges due to concerns over taste. Wesson is confident that its new offering can overcome these hurdles, having conducted a blind taste test that revealed 91% of participants would be repeat buyers, according to the company.
Competing brands such as Violife, Miyoko’s Creamery, and Earth Balance are also leading the plant-based butter market. Wesson is adopting a similar strategy to these competitors by emphasizing the health-conscious ingredients in its butter. The primary ingredient is canola oil, chosen for its low saturated fat content compared to other vegetable oils, and the product is free from trans fats. Additionally, Wesson’s plant-based butter is free of cholesterol, dairy, and preservatives, making it a suitable choice for health-conscious consumers seeking calcium and vitamin D3 in their diets. With its strong reputation, Wesson has already established a foothold in this competitive sector. “Wesson is an iconic, trusted brand that consumers turn to for unrivaled quality,” says Brian Olson, vice president of food and ingredients at Richardson.