Toby Hopkinson co-founded All Things Butter with chef / social media phenomenon Thomas Straker, who went viral on TikTok and Instagram with a series of recipes that incorporated flavoured butter and owns a highly regarded restaurant in Notting Hill. Their business is taking a somewhat different approach to many challenger food brands. It tackles an incredibly old-fashioned category, having been invented in 2000 BCE or maybe earlier, and is trying to modernise it by returning to the basics. They are focused on lovingly creating a product with some truly committed farmers (Brue Valley) that is organic, twice-churned, hand-salted and sometimes flavoured. They are taking on a category dominated by one mega player, Arla (who makes butter for other brands and retailers), which has been neglected for too long and, in some people’s eyes, is irrelevant. After a year, they have more social media followers than all other butter brands combined and are focused on creating content that inspires people to cook. Retailers are giving them listings, and they are raising money to fuel their ambition. Their product is premium, but at less than £3, you could easily argue that it is an affordable luxury that packs a punch in the kitchen.