US co-operative Land O'Lakes is launching "super premium" European-style butter, made with sweet cream.

The company said that the butter has a higher fat content than traditional butters giving it a "rich" and "indulgent" flavour.

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The company said that US butter consumption is "steadily on the rise" as consumers switch to "simple" and "traditional foods". Currently European-style butters comprise about 1% of market volume but "sales are rising quickly", Land O'Lakes continued.

Marketing director Stacey Kearin explained: "We know that our consumers love to cook and entertain, love the flavour and texture of butter and value high-quality ingredients. Because it is made with sweet cream, Land O'Lakes European Style Butter fills a consumer need on the dairy shelves."

The product is available in salted or unsalted varieties. The company has secured listings with Wal-Mart, Kroger, Safeway and Target.

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