Reinvent Butter to cater to changing French breakfast routines that consume less and less butter at breakfast.

In western countries, butter is ubiquitous. In France, it is still a sign of traditional, authentic, pure, high-quality and indulgent food, and French people love butter! At bakeries, for example, they sell “ordinary croissants” and “butter croissants.” The latter are more expensive, far tastier, and even flakier!

Traditionally, butter is a staple breakfast food: spread on baguette, brioche, brown breads, or on sliced bread / toast. Some French people “dunk” their butter “tartine” in a big bowl of coffee (often with milk), tea or hot chocolate as the ultimate sign of a regressive, leisurely, healthy indulgence. Sometimes, they add jam, honey, hazelnut or chocolate spread to their butter tartine.

However, in reality, French people are eating less and less butter because less people, especially 18 to 24-year-old, eat breakfast at home during the week.

That’s why Président Butter, the market leader, who is known for “gastronomic quality & the pleasure of butter” needs your help to invent a new butter product specifically for breakfast in France. Can you help?

Join now!Jury's Prize

  1. 3,000€
  2. 1,000€
  3. 500€

Share your idea before August, 4th 23:59 UTC.
Good Luck!