Shoppers have been left scratching their heads over a new cinnamon-flavoured product that’s hit the shelves.
Cinnamon’s warm, aromatic flavour has long been popular in sweet treats like doughnuts, biscuits, buns and rolls. It’s even become a trendy addition to certain cocktails, like the delicious-sounding cinnamon maple whiskey sour.
And now a new product as been spied on the shelves in Sainsbury’s. The Cinnamon Bun Butter, crafted by British brand All Things Butter – whose goal is to bring “chef quality everyday butter” to the public – has quickly become a talking point among consumers.
The unique butter was first spotted in Sainsbury’s by the eagle-eyed food and snack enthusiasts at Instagram’s New Foods UK account. Priced at £2.95 for a 125g portion, it’s an affordable luxury for those looking to spice up their butter game, and can be found at Asda and Ocado too.
With a whopping 370,000 followers on Instagram, New Foods UK is a go-to source for the latest updates on sweet treats, snacks, and more from supermarkets and shops nationwide. Their cinnamon butter post features a photo of the product with the caption: “Cinnamon Bun Butter spotted at @sainsburys”, accompanied by heart eye emojis.
A perplexed user responded to the post with: “I love the idea of this… but I want to know… what do I put this on/in?”.
People didn’t hold back with their responses, with one person suggesting “cinnamon raisin bagels came to mind first!”, and others insisting “pancakes, crumpets, toast, bagels”. Some enthusiasts recommended “hot cross buns!” Someone else meanwhile insisted they put it on “EVERYTHING!!”.
Behind All Things Butter is chef Thomas Straker, who creates recipes for the Somerset-based brand. It boasts a proud history on land owned by the same family since the 1500s, and still values its heritage of traditional batch churning and hand salting methods.
Their new cinnamon butter is the first of their sweet range, with their website reading: “Our Cinnamon Bun Butter is a delicious blend of our creamy butter, aromatic cinnamon, sugar and a hint of zesty lemon, bringing the warmth of freshly baked cinnamon buns to your table.’