As we head into fall, Instagram feeds blow up with images of the once unusual, now ubiquitous, pumpkin spice lattes, as well as new products like pumpkin pie-flavored candy bars. Another contender for on-trend flavored food? LAND O LAKES^® Pumpkin Pie Spice Butter Spread.

After joining the ranks of the Top 10 People’s Choice of Best New Dairy Products in Dairy Foods Magazine in 2016, this sweet and savory butter spread makes its second annual appearance at retailers in September. See the list of retailers here.

“Customers and retailers really liked this product and several new retailers will carry it this year,” says Catherine Fox, marketing director for Retail Butter and Spreads.

Grabbing the spotlight (and using it wisely)

Pumpkin Pie Spice Butter Spread tastes delicious. People buy it. We continue to produce it. End of story?

Not exactly.

We’ve joined this limited-time-only flavor craze for some highly strategic reasons.

“We developed Pumpkin Pie Spice Butter Spread to draw attention to our tub butter business,” says Catherine. “It gets us featured with other pumpkin-flavored items on attention-getting end of aisle displays. It gives us special treatment, helps generate media and advertising attention and generally gets people talking about it.”

We’re aiming to use this seasonal butter spread to introduce millennials to our other tub butter products (a strategic focus for 2018), which in turn, draws their attention to our stick butter business.

After picking up a tub or two of Pumpkin Pie Spice Butter Spread, we want millennials to stick around and make our tub butter products a part of their normal shopping cart all year long.

Try it

Pumpkin Pie Spice Butter Spread can be used in numerous recipes—in a classic harvest season staple (Pumpkin Spice Quick Bread); as a great back-to-school treat (Pumpkin Pie Spice Granola), and in a savory dinner (Pumpkin Pie Spice Cream Sauce with Rigatoni).