Super-Spread Trend

One surprising yet significant shift is happening in the condiments aisle: the rise of “super-spreads.” These upscale, artisanal spreads are redefining how consumers approach a staple food companion: toast. From exotic flavours like Malaysian coconut kaya and sunflower seed butter to indulgent creations like Croissant Butter and Whipped Halva with Pumpkin Seed Tahini, spreads are undergoing a renaissance. For the B2B food and ingredients sector, this trend offers an exciting opportunity to innovate, collaborate, and capture new markets.

Understanding the Super-Spread Trend

Gone are the days when peanut butter and jam dominated the breakfast table. Today’s consumers are seeking premium options that combine rich flavours, unique textures, and health benefits. According to Sophie Smith, brand manager of the London-based brunch café Milk, “Why not make it fancy when it’s so easy to?” Milk’s pumpkin-seed tahini, inspired by Turkish cuisine, is a perfect example of this innovation. The spread is whipped, caramelised with a blowtorch, and marketed as a luxurious alternative to ordinary toppings.

Brands like Estonian-based Sunfly are also joining the movement, introducing sweet and savoury options such as Sunflower Seed Butter—an allergen-friendly spread that’s free from nuts, dairy, and gluten. Sunfly’s founder, Dmitri Eivin, describes these products as “game-changers,” offering both exciting flavours and functional benefits for people with dietary restrictions.

Key Drivers Behind the Trend

Cultural Influences: Many super-spreads draw inspiration from global cuisines. For example, kaya, a Malaysian spread made with coconut milk, sugar, eggs, and pandan leaves, provides a “rich, luxurious” alternative to traditional jams. By incorporating heritage flavours, brands are catering to consumers’ growing curiosity about international foods.

Health and Wellness: Upscale spreads often boast healthier ingredients compared to mass-market alternatives. They’re typically lower in sugar, higher in protein, and free from artificial additives. For instance, Sunfly’s cocoa spread contains 70% less sugar than conventional hazelnut chocolate spreads and is made with nutrient-rich sunflower seeds.

Premiumisation: Consumers are willing to pay a premium for products that feel indulgent yet accessible. Artisanal spreads like Black Sesame Praliné or Pollen Bakery’s Croissant Butter appeal to this desire for luxury in everyday items.

Versatility: These spreads aren’t limited to toast. They’re used in desserts, paired with fruits, or incorporated into savoury dishes, making them attractive to chefs, home cooks, and food service providers.

Opportunities for the B2B Food Sector

The rise of super-spreads presents several lucrative opportunities for businesses operating in the B2B food and ingredients sector:

Ingredient Innovation

Producers of raw materials can collaborate with spread manufacturers to develop new, high-quality ingredients. For example:

• Functional Ingredients: Develop seed butters enriched with vitamins, minerals, or plant-based proteins to appeal to health-conscious consumers.

• Exotic Flavors: Partner with growers in emerging markets to source unique ingredients such as pandan leaves, miso, or tahini variations.

• Clean Label Solutions: Provide natural sweeteners, preservatives, and emulsifiers that align with consumer demands for transparency and clean labels.

Customisation and Co-Branding

B2B companies can offer tailored solutions to meet the specific needs of their partners. Co-branding opportunities could involve developing exclusive spreads for high-end restaurants, hotels, or food service providers. For instance, a bakery might collaborate with a B2B supplier to create a signature Croissant Butter infused with locally sourced ingredients.

Scaling Artisanal Production

Artisanal spread makers often face challenges when scaling their production. B2B food manufacturers can provide expertise and infrastructure to help these brands expand while maintaining product quality. By acting as co-manufacturers, businesses can support smaller brands in entering larger retail chains or food service channels.

Diversifying Applications

Beyond retail, there is significant potential to market super-spreads as ingredients for the food service industry. Upscale butters and spreads can be incorporated into:

• Bakery products (e.g., croissant fillings, cake toppings)

• Savoury dishes (e.g., marinades, sauces)

• Desserts (e.g., ice cream bases, pastry glazes)

By positioning spreads as versatile ingredients, suppliers can appeal to a broader customer base.

Challenges and How to Address Them

While the super-spread trend is promising, it’s not without challenges:

Regulatory Compliance: Exporting spreads with unique ingredients may require navigating complex food safety and labelling regulations. B2B suppliers must stay ahead of these requirements and offer guidance to their partners.

Sustainability: With consumers increasingly prioritising eco-friendly products, businesses must address concerns around packaging and ingredient sourcing. Using biodegradable materials and supporting sustainable farming practices can enhance brand appeal.

Market Education: Introducing unconventional flavours or ingredients may require educating both businesses and consumers. B2B companies can develop marketing materials, workshops, and recipe guides to highlight the benefits and applications of these products.

The Road Ahead

As Theodore Szpindel, founder of the luxury nut-spread brand Mada Mada, notes, “We’re travelling more, and increasing globalisation means we’re now looking at our neighbours’ sandwiches and thinking, ‘Hey, that looks pretty good.’” This curiosity is driving innovation, blending traditional recipes with modern twists. For example, Christina Soteriou’s salted caramel tahini infused with miso and date syrup showcases how global flavours can be reinvented to suit contemporary palates.

To remain competitive, B2B food companies should:

• Invest in R&D: Prioritise developing new formulations and exploring untapped flavour profiles.

• Foster Partnerships: Collaborate with both established brands and emerging artisans to co-create standout products.

• Expand Distribution Channels: Leverage e-commerce platforms and food service networks to reach diverse audiences.

• Highlight Sustainability: Communicate efforts to minimise environmental impact through certifications, storytelling, and transparent supply chain practices.

Final Thoughts...

The rise of super-spreads signals a new era for the food and ingredients sector. What began as a niche market is quickly gaining mainstream appeal, driven by consumer demand for flavour, health, and indulgence. For B2B companies, this trend offers a unique opportunity to innovate, collaborate, and lead in a fast-growing category.

By embracing these changes and positioning themselves as strategic partners, businesses can not only capitalise on the super-spread phenomenon but also set the stage for long-term success in the dynamic food industry.