Sainsbury’s shoppers have been eyeing up a new cinnamon-flavoured product which some can’t wait to get their hands on – but others have admitted they can’t work out what it’s for
A new cinnamon flavoured product has caught shoppers’ attention – but some are a bit confused as to how to use it.
Cinnamon is a widely-used spice that brings an aromatic warmth to a variety of dishes, and it’s phenomenally popular in sweet treats like donuts, biscuits, rolls, buns and more. It’s even a hit ingredient in some cocktails.
Sainsbury’s has gone a step further to provide the delicious spice after stocking an item unexpectedly flavoured with cinnamon – butter. Created by British brand All Things Butter, which aims to provide “chef quality everyday butter” to the masses, the Cinnamon Bun Butter has already gone down a storm among shoppers.
It was spotted in Sainsbury’s by devoted food and snack account, New Foods UK, though it is also available to purchase at Asda and via Ocado. At Sainsbury’s, it’s available for £2.95 for a 125g slab.
New Foods UK has amassed a dedicated following on social media, with 370K followers on Instagram all keen to catch a glimpse of the latest sweet treats, snacks and more seen in supermarkets and other stores across the country. The account often offers reviews and product updates, too.
But it was the cinnamon butter that got people talking this time. In a recent post shared on Instagram, the food account uploaded an image of the butter and simply captioned it: “Cinnamon Bun Butter spotted at @sainsburys”, adding a shocked face emoji alongside a heart eyes emoji.
The post racked up more than 3,100 likes in less than 24 hours, with shoppers flocking to the comments section to share their thoughts. One popular reply showed one person’s confusion over the product: “I love the idea of this… but I want to know… what do I put this on/in?”
They were met with a string of suggestions. One person said: “cinnamon raisin bagels came to mind first!” Another proposed: “pancakes, crumpets, toast, bagels”.
A third said: “hot cross buns!” while a fourth declared: “EVERYTHING!!”
Other Instagram users shared their thoughts. One customer was underwhelmed after giving it a go and said: “Tried it on waffles – not a strong enough cinnamon flavour for me.”
Someone else tagged a friend and said: “Forget the Lurpak”, while another commented: “I’m intrigued?!”
All Things Butter boasts recipes formulated by chef Thomas Straker. It’s made in Somerset on a farm and land which has been in the same family since the 1500s. The company prides itself on its traditional batch churning and hand salting methods.
What do you think of All Things Butter’s cinnamon butter, would you pick it up to try it for yourself? Let us know in the comments below. To find your nearest Sainsbury’s, click here.
