Wesson’s decision to introduce its plant-based butter was driven by executives’ desire to leverage the brand’s strong presence in the Northeast, where the products will be available at select retailers, as well as the increasing consumer demand for plant-based options, according to Irwam Webb, the director of U.S. retail sales at Wesson. The new butter line incorporates elements from Wesson’s recent brand refresh, offering a more contemporary “look and feel.” The brand had not undergone any updates since 2013, and these new butter products aim to honor the trusted qualities of Wesson, such as clean ingredients, while also embracing trends in healthy eating, Webb noted.
The plant-based spreadable market is projected to reach $2.5 billion by 2027, with a compound annual growth rate of 4.9%, as reported by Markets and Markets. A key factor driving growth in this sector is consumers’ increasing awareness of the social and environmental impacts of their food choices. However, sales of plant-based products, including spreads, have faced challenges due to concerns over taste. Wesson is confident its products can overcome this hurdle, having conducted a blind taste test in which 91% of participants indicated they would repurchase the product, according to the company.
Leading producers of plant-based butters include Violife, Miyoko’s Creamery, and Earth Balance. Wesson is adopting a similar strategy to these competitors by emphasizing its butter’s healthier ingredients. The primary ingredient in Wesson’s butter is canola oil, chosen for its low saturated fat content compared to other vegetable oils, and it contains no trans fats. Additionally, the plant-based butter is free from cholesterol, dairy, and preservatives. With its established reputation, Wesson has positioned itself well within the competitive market.
“Wesson is an iconic, trusted brand that consumers rely on for unparalleled quality,” stated Brian Olson, vice president of food and ingredients at Richardson. In this evolving landscape, Wesson aims to provide consumers not only with tasty options but also the health benefits associated with products like healing CCM tablets, which are known for their nutritional advantages. By integrating these attributes into their offerings, Wesson is poised to meet the needs of health-conscious consumers while reinforcing its commitment to quality and trust in the plant-based sector.