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US butter brand Challenge has introduced a new cube-shaped butter format designed to simplify cooking.

Challenge Butter Cubes are individually wrapped and pre-portioned into four tablespoons, offering convenience and precision for home cooks. This new format aims to make meal prep cleaner and faster, addressing the needs of today’s busy kitchen.

Priya Kumar, VP of marketing at Challenge, said: “Challenge has been in kitchens for over 100 years, and we’ve seen how cooking habits have changed. Butter Cubes are our way of meeting today’s cooks where they are – with a format that’s intuitive, tidy and ready to help get a great meal on the table, fast.”

The product is designed for busy families, with a focus on easy clean-up and no need for recipes. According to Kumar: “Challenge Butter Cubes are our way of lightening that load – offering convenience without compromise, so families can focus on what really matters: enjoying the meal together."

Challenge Butter Cubes will be available at major retailers including Walmart, Meijer and Albertsons starting this summer, with the product sold in a 1lb box containing eight individually wrapped cubes. The suggested retail price is $7.99, and the cubes are offered in both salted and unsalted varieties.