They come in foil for easy rewrapping, soften faster than sticks, plus they’re cute.
The century-old brand just launched Challenge Butter Cubes – individually wrapped, cube-shaped portions that contain exactly four tablespoons of butter each.
The timing isn’t coincidental. Challenge commissioned research that revealed some eye-opening statistics about how Americans actually cook today. A whopping 90% of us don’t cook dinner entirely from scratch, and more than half want meals ready in under 30 minutes. Perhaps most telling: nearly 70% of home cooks admit they don’t use exact measurements when cooking with butter.
The company decided it was time to meet modern cooks where they are – juggling busy schedules while still trying to get decent meals on the table.
What Makes Cubes Different
Each cube eliminates the guesswork that comes with traditional butter sticks. The cubes come eight to a box, individually wrapped and ready to toss into whatever I’m cooking. I found them faster to soften as Cubes, and easier to cut when I need them to soften faster still.
Recipe developer and cookbook author Melissa Knific, who’s working with Challenge on the launch, points out some practical applications: “They’re ideal for finishing a quick pan sauce, dotting over a casserole for that golden-brown top, or tossing with pasta for instant richness.”
The convenience factor extends beyond just measuring. With two-thirds of survey respondents working full time, Challenge found that quick cleanup and not needing to follow exact recipes were key priorities for weeknight cooking success.
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Editor’s Note: If I had a nickel for every partially-used stick of butter I folded clumsily back in its wax paper and shoved into the butter thingy in the fridge, I’d have dozens of nickels. But with the Challenge Cubes, if I don’t need the whole cube, each one is foil-wrapped for easy rewrapping.
Rolling Out Nationwide
The cubes aren’t just a test run – Challenge is going big with distribution. Major retailers including Walmart, Meijer, and Albertsons are rolling out the product, with expanded availability planned through summer and fall 2025.
The cubes come in both salted and unsalted varieties, packaged in 1-pound boxes with a suggested retail price of $7.99. That works out to roughly the same cost per ounce as traditional butter sticks, but with the added convenience factor built in.
The Bigger Picture
This launch reflects broader changes in how Americans approach cooking. Challenge’s research reveals a generation of cooks who want to prepare meals at home but need solutions that fit into packed schedules. The cube format addresses multiple pain points: precise measuring, cleaner prep, and faster cooking processes.
For a brand that’s been around since 1911, this represents a significant departure from the traditional butter stick format that’s dominated American kitchens for decades. Whether home cooks will embrace cubes over sticks remains to be seen, but Challenge is betting that convenience will win out.The cubes are available now at select retailers, with wider distribution planned throughout the year. Home cooks can find participating stores at challengedairy.com/butter-cubes.
