Utterly Butterly's Slogans & Taglines

St Ivel traces its origins to 1888, when Aplin & Barrett established a dairy produce business in Yeovil, Somerset. The brand name was derived from the historical spelling "Ivel" for the town of Yeovil, and the company invented a romantic backstory about monks of St. Ivel to market its cheeses. Utterly Butterly was launched as a dairy spread under the St Ivel umbrella, positioned as a healthier alternative to butter with 75% less saturated fat. In April 2000, Unigate sold the St Ivel spreads business—including Utterly Butterly, Vitalite, and St Ivel Gold—to Dairy Crest. In 2002, Dairy Crest further consolidated the brand by acquiring additional St Ivel spreads from Uniq, making Utterly Butterly a cornerstone of its portfolio alongside Clover and Country Life. Today, the brand operates under Saputo Dairy, which acquired Dairy Crest in 2019.

The brand's core products are dairy spreads and buttery alternatives, including Utterly Butterly spread, St Ivel Gold (with Omega-3), and Vitalite sunflower spread. These products are formulated for spreading, cooking, and baking, offering a creamy taste while remaining free from hydrogenated fats and suitable for vegetarians.

From its earliest advertising, Utterly Butterly built an identity around obsession and eccentricity, with campaigns emphasising its "utterly brilliant" versatility in the kitchen. The brand has evolved from a quirky Somerset dairy line into a mainstream British spread staple, championing accessible, healthier eating for everyday families.