Flavoured butter brand Sublime has launched its product range in more than 100 independent retailers in the UK.
Created initially out of a desire to find a steak accompaniment that accentuates the flavour of the meat, Sublime flavoured butters have evolved to complement meat, fish, vegetables and bread.
Three flavours are currently available: chimichurri; truffle, parmesan and black pepper; and garlic, rosemary and mint.
In early 2020, Sublime will introduce three additional variants: pink Himalayan salted, béarnaise, and garlic and herb.
Sublime was inspired by and named after the Sublime Society of the Beefsteak – an 18th-century London dining club. Brand founder, Christopher Mair, was intrigued by the club and set up his own Steak Appreciation Society ten years ago where members meet monthly to enjoy some of the finest meat London has to offer.
“I’ve always been fascinated by the Sublime Society of the Beefsteak – it inspired me to set up my own society, and now, I’m proud to introduce Sublime flavoured butter too,” said Mair.
“The butters were born mostly out of frustration as I felt there were few steak accompaniments that were good enough for the meat. I decided a new type of product was required as there was an obvious gap there in the market – it’s about time the dairy aisle was disrupted, and that’s exactly what we plan to do with Sublime, we want to bring consumers a new idea of what butter can be and how it can be used.”
Mair began to develop the product in 2016 but didn’t churn any butter in volume until earlier this year. The butters are all produced at Brue Valley Farm in Somerset.
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