Tesco has added ALL THINGS, the disruptive British dairy brand founded by chef Thomas Straker and entrepreneur Toby Hopkinson, to its shelves, as the company steps up its bid to reposition butter as a modern, brand-led category in UK grocery.
The listing marks a notable move for both the retailer and the challenger brand, which has grown rapidly from a social-media-led food concept into a scaled FMCG business in under three years. The launch forms part of Tesco’s Accelerator programme, a 12-month initiative designed to support emerging high-growth brands as they move into mainstream retail.
ALL THINGS enters Tesco with two core SKUs — salted and unsalted butter (200g), both priced at £2.85 RRP — placing the brand directly into one of the most mature and price-sensitive aisles in the supermarket.
While butter has traditionally been dominated by private label and heritage brands, ALL THINGS is positioning itself around a different proposition: cultural relevance and modern cooking inspiration. The company originally built its audience through viral social content, and has since used that reach to drive retail expansion across UK grocers and international markets including the US and UAE.
The move into Tesco follows a period of accelerated growth for the business, including a multi-million-pound funding round and investment into a Scottish dairy operation, as it expands both upstream supply control and product range. The brand has also been pushing into adjacent dairy categories as it looks to broaden beyond its original butter-led identity.
At the centre of the company’s strategy is chef and co-founder Thomas Straker, whose cooking content has generated more than 1 billion views online and built a following of over 5 million. That digital reach has become a key commercial lever for the brand, translating online engagement into distribution gains across major retailers.
Commenting on the Tesco launch, co-founder Toby Hopkinson said: “Launching in Tesco is a hugely important milestone for us. It brings ALL THINGS to millions more shoppers and marks a major step forward in our ambition to build a modern British dairy brand at scale.”
Industry observers point to a broader shift in grocery behaviour as context for the listing, with consumers increasingly influenced by chef-led content, social media trends and a growing appetite for ‘premiumisation’ in everyday cooking staples. Retailers, in turn, are under pressure to inject innovation into categories that have seen limited structural change for decades.
Butter, in particular, has remained relatively static compared with other grocery segments, but brands like ALL THINGS are attempting to reframe it as part of a more lifestyle-driven food culture rather than a purely functional commodity.