All Things has agreed a fresh multimillion-pound investment in a bid to keep up with soaring demand for its cottage cheese and butter ranges.
Specialist wellness and lifestyle investment firm The Equity Studio led the £3.6m round, with support from Access Industries and Active Partners, as well as other existing backers.
It follows a £2m round in October as the British dairy challenger prepared to extend its offering from butter into cottage cheese.
Sale in the on-trend category have rocketed for All Things Cottage Cheese since the brand launched into Sainsbury’s and Ocado with three SKUs in January. The range, which has now added a low-fat variant, is on track to flog five million pots in its first year, expecting to register sales of £7m in the process.
Cash from the latest round will be ploughed into strengthening the brand’s dairy supply chain and supporting its farm partners, marking the first step in a vertical integration strategy as the business scales cottage cheese production and expands into additional dairy categories.
All Things launched in 2023 as chef Thomas Straker and childhood friend Toby Hopkinson teamed up to disrupt the mature retail butter category. Its 10-strong butter range is now available in Sainsbury’s, Morrisons, Waitrose, Booths, Ocado, Co-op, Planet Organic and Zapp.
Distribution across its whole offering has surpassed 11,000 points across the UK, US and UAE.
“Food used to be about convenience and price,” Hopkinson said. “But people want more from what they cook with every day. They want flavour, provenance and inspiration. Our job is simple: take ingredients people already love and make them exciting again.”
Read more: The cottage cheese comeback and why demand is ‘in overdrive’
Straker, whose viral butter series on TikTok and Instagram has amassed more than a billion views, added: “We created All Things to inspire people to elevate their everyday cooking with the highest-quality British ingredients. These are the products we use in our own restaurant kitchens every day, so it is incredibly exciting to bring that same quality to supermarket shelves.”
The Equity Studio, which invests in high-growth consumer brands across “wellness, beauty and conscious living”, is also a backer of drinks brand Trip.
“This is what happens when cultural authority meets operational excellence,” Equity Studio founder Anna Sweeting said. “Dairy is a structurally large category that hasn’t evolved with the consumer. Thomas, Toby and the team aren’t creating a niche brand – they’re redefining everyday behaviour, turning daily essentials into cultural signals, built through social, community and lifestyle from day one. That’s when real enterprise value is built.”
All Things is set to go live with its butter in Tesco next month as it continues to expand distribution, with an upcoming launch in the works at a national US retailer in September.
The brand is also working on further innovation to expand its dairy offering into new, adjacent categories.
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