All Things has taken its range of premium British-made butter across the pond as the viral dairy disruptor continues its rapid expansion.
Three of its grass-fed butter SKUs launched nationally in the US across 500 Whole Foods Market stores today (28 September).
The company completed a secondary fundraise to support the move, securing a seven-figure top-up to its previous £3.6m round from US-based venture capital firm Spacestation Investments.
All Things co-founder Thomas Straker has already built a sizeable audience for his brand in the US through his viral social media butter content, which has generated one billion views. About a quarter of the chef’s audience is based in the US, according to the brand.
Straker also opened his first restaurant outside the UK earlier this month in the SoHo neighbourhood of New York.
All Things co-founder and CEO Toby Hopkinson said the past 12 months had been transformational for the company.
“We’ve shown that great product, cultural relevance and a social-first approach can drive real scale in dairy.
“Launching nationally with Whole Foods Market is a major next step. America already knows Thomas and the food we make; now people can finally pick up All Things in store.
“Our ambition is much bigger than butter. We’re building a modern dairy brand across multiple categories, and we believe there is significant opportunity to do the same in the US.”
Rapid growth
The latest investment, which follows a round led by The Equity Studio in April, comes as All Things continues to scale quickly in its domestic UK market. It is on track to grow revenues more than fivefold year on year and its cottage cheese range is expected to be stocked in 10,000 stores by the end of 2026.
All Things expanded its butter lines into Tesco in May as part of the retailer’s accelerator programme. And, earlier this month, the brand launched a smooth format for its cottage cheese range.
Spacestation Investments backs fast-growth consumer businesses and the firm’s model combines investment with influencer marketing, social media and community-building expertise.
“We’ve been tracking All Things since 2023 because it represents exactly what we look for in a modern consumer brand: authentic cultural relevance, exceptional product and the ability to turn social attention into real-world purchasing behaviour,” said Jaxon Stuart at Spacestation Investments.
“That combination has translated into some of the strongest shelf velocities in the category.
“We don’t view All Things as simply a butter or cottage cheese company. We think they have an opportunity to build a defining modern dairy brand across multiple categories, with genuine product innovation and formats that we simply haven’t seen at scale in the US market.
“We’re incredibly excited to invest in the company, and particularly excited for its US debut at Whole Foods and to see how American consumers respond to the brand.”
Hopkinson said: “Spacestation understands the relationship between creators, culture and consumer behaviour, which makes them a natural partner as we enter the US.”
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