Wyke Farms has rebranded its butters in a bid to give the products a more premium look.

The butter previously Truly Scrumptious Farmhouse Butter has been renamed Ivy’s Original Farmhouse Butter, after MD Richard Clothier’s grandmother. The new name “more accurately reflects the quality, history and provenance of the product,” said Clothier, adding he hoped the rebrand would cement its position as “the only provenance-based butter brand”.

The new name brings the butter into line with Wyke Farms’ Ivy’s Vintage Reserve Cheddar, launched in July 2008. The butter will still be available in salted and unsalted block butter and salted spreadable.

The rebrand is the latest phase in Wyke Farms’ brand refresh, begun in September last year and which has already seen low-fat cheese brand Leskol renamed Super Light.

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