New Zealand-based start-up Feliz Wholefoods is considering expanding sales of its plant-based butter product to the Australian market.
Founded by Aline Fonseca and Patrick Malloch, the start-up said it is also pivoting to a direct-to-consumer strategy for its Vutter product to meet growing demand for non-dairy butter as well as bypass retail channels dominated by traditional dairy companies.
In an interview with PlanetFood.News, Fonseca said their product’s key attribute was its ‘diverse appeal’ among different consumer groups, from flexitarians to those who have not considered plant-based options or who live in more remote, rural areas. She explained that the purpose behind Vutter wasn’t only about offering a dairy alternative but also a product set apart for its taste, health benefits, and ethical values.
Feliz Wholefoods noted it had viewed expanding into Australia as the first step into understanding a market considerably larger than their native New Zealand. The start-up recently held a sampling for their products at an expo at the Woolworths Australia Head Office in Sydney, where it said it received highly positive feedback from the retailer and hoped to range in Australia later this year.
Fonesca also emphasised Feliz Wholefoods dedication to remaining independent and eschewing traditional investment as long as possible, which the company says enables it to focus on product quality and ethical sourcing.
Vutter was recently named 2024 Vegan Society Dairy Free Awards Winner for the fourth consecutive year. Its range of dairy-free butter products include the original Vutter, Vutter Avo Spreadable, Vutter Hemp, and the Vutter Garlic ‘slow roasted.
The vegan butter market was valued at USD 2.62 billion as of 2023, with an estimated growth from USD 2.74 Billion in 2024 to USD 3.82 billion by 2032.
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