A campaign launched in the UAE to find the tastiest flavoured butter has amassed over 600 recipes from influencers, bloggers, celebrity chefs and TV personalities from the Middle East and the rest of the world.
Launched by CNIEL, The French Dairy Board, and the European Union in April, the social media campaign #FlavouredButterChallenge partnered with eight of the UAE’s top food influencers to challenge them to develop a flavoured butter, post it online and then challenge friends and family to create their own.
Using the finest French butter, social media users were encouraged to let their imagination run wild by combining butter with spices, herbs, and fruits to create unique and tasty flavoured butter. The creations included saffron, bee pollen, and orange blossom butter by French pâtissier and celebrity chef, Eric Lanlard. Others such as Lebanese Chef, Leyla Fathalla focused on honey, while blogger Suad Shamma, better known as Lady Spatula, created both a mustard butter and a honey & cinnamon butter.
“Premium European butter, especially French butter, is an incredible flavour enhancer. It can make even an average dish taste like a gourmet masterpiece, making it the ideal choice for this global challenge,” says Marie-Laure Martin, Head of Communications for Middle Eastern markets at CNIEL.
Launched in the United Arab Emirates, the challenge reached more than 30 countries including, Kuwait, Saudi Arabia, Lebanon, Jordan, Russia, the United Kingdom, the United States, Italy, Spain, Singapore, Hong Kong, Australia, Canada, South Africa, and the Caribbean, among others.
The influencers taking part in the challenge used French butter brands including Paysan Breton, Isigny Sainte-Mère, Président, and Elle & Vire, which are available throughout grocery stores in the Middle East.