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INTRODUCING ‘MILKING IT’ WITH SAM THOMPSON

 

Ever thought about how eating dairy butter is, well, strange? Because we do!
So, we set out to discover whether the nation’s view on eating dairy butter is like our own… that it’s a bit weird, when you really think about it. 

When given the following explanation:

Eat butter from a cow - an animal who has eaten plants, which are passed through a four-chambered stomach, breaking down the grass into milk and then made into butter

We found out we’re not the only ones that would skip the weird cow bit, as only 10% of Gen Zs think it’s completely normal to eat dairy butter.

Plus, only a third across all age groups think it sounds normal! 

This has got us thinking - and maybe it will get you questioning your own everyday habits, too - that there are many weird yet normal things we do each day… 

Partnering with TV personality Sam Thompson, we had a right laugh thinking about the bizarre behaviours we've normalised as everyday habits in hilarious comedy content. 


Sam Thompson said:

“Working with Flora has been an udder delight and it’s been a lot of fun thinking about how weird some of our everyday behaviours actually are. Like why we indulge in butter churned straight from a cow’s grassy feast rather than going for the plant-based option? I HAVE NO IDEA. If you feel the same and are up for a laugh about the quirks of our daily routines that we’ve all accepted as normal, head over to my Instagram for my sketch unpacking the lot. Like me, you may want to rethink what you’re spreading on your morning toast…”

If you’re interested in reading what the top ten activities we do that are actually a bit bizarre when you think about them, then here they are:

1. Sleeping - Sinking into a state of temporary unconsciousness on top of rectangular, foam-filled 'resting squares'
2. Rehearsing a conversation in your head that you’ll probably never have - Crafting detailed dialogues internally for scenarios unlikely to occur, a mental practice session for an audience that doesn’t exist
3. Knocking on wood - Knocking on a piece of timber to ward off bad luck or to hope for good fortune
4. Yawning when you see someone else yawn - Involuntarily opening your mouth wide and inhaling deeply due to boredom or tiredness, even when you're not sleepy
5. Drinking alcohol - Willingly consume a costly liquid known that has been medically proven to significantly impact your health negatively
6. Laughing at a joke that you don’t understand, to avoid embarrassment - Forcing a laughter without grasping the humour, just to fit in with the group
7. Taking a break from the internet on your computer to check out the internet on your phone - Switching screens to escape digital overload, only to plunge into another form of the same digital distraction
8. Pretending to be busy on your phone in public - Scrolling aimlessly on a screen to appear engaged, avoiding the appearance of loneliness
9. Shaking hands with someone - Grasping another person’s hand and moving it up and down as a traditional gesture of greeting or agreement, despite the germs
10. Eating butter from a cow - An animal which has eaten plants, which are passed through a four-chambered stomach, breaking down the grass into milk and then made into butter

But what does the future look like…

While two in five Brits eat butter from a cow, it’s pretty obvious that eating butter from a cow is actually weird. 

So, the future could look different with the same amount (40%) saying as a nation we’ll consume less dairy (or stop doing so altogether) in the next decade. 

Ian Hepburn, Marketing Director at Upfield says…

"The findings have really shone a light on the fact that we have so many behaviours and practices that we’ve normalised, but they are, on reflection, just a little bit weird! We wanted to challenge some of those norms - such as the practice of consuming dairy products like cow butter.

“It’s something that no other species on the planet does, yet we’ve completely normalised doing so. We hope it makes people stop and think, and that it prompts positive change when it comes to the consumption of dairy and its resulting impact on the environment.”


About Flora Plant B+tter

Flora Plant B+tter is delicious and creamy, but without that weird cow bit. Perfect for cooking, baking and spreading. Now you know it's 100% plant-based and palm oil free, doesn't it suddenly make pumping plants through a cow to make butter seem a bit… weird? 

Not only does Flora Plant B+tter skip the weird part, but it also has at least 75% less carbon impact* (and we’ve got a fancy report to prove it).  Toast to that!

Hungry for more? Check out our recipes. 

 *Life Cycle Assessment tool (developed by Quantis) comparing Flora and dairy butter (2023) in the UK. See https://www.flora.com/en-gb/ourimpact

About the research

Research was conducted by 3Gem, surveying 2,000 UK adults aged 18+ between 10th and 12th April 2024.