Q1 Based on these images alone — what do you think this brand is selling?

Please share your first impression.

Q3 How appealing is this brand based on what you've seen so far?

Not at allExtremely

Please select a rating.

Q4 What three words would you use to describe this brand?

Please share your impressions.

Q5 Where would you expect to see this brand advertised?

●

Instagram / social media

●

High-end food magazine

●

Supermarket own brand

●

Farmers market / deli

●

Online / direct to consumer

●

TV / out of home advertising

Please select one.

Consumer Research · 2025

Good.Now let's tell you more.

Now we're going to show you the full MELT concept — what it is, how it works, and what it costs. At the very end, we'll ask you to look back at those first impressions.

Still no right or wrong answers. Just be honest.

5–7 minutes

Anonymous

10 steps

Q5 When you think about butter, what words come to mind?

Please share a few words.

Q6 What role does butter play in your household?

Select all that apply

✓

Everyday staple

✓

Cooking

✓

Baking

✓

Breakfast

✓

Family meals

✓

Entertaining guests

✓

Special occasions

✓

I rarely use butter

Please select at least one.

Q7 Which statement best describes your relationship with butter?

●

Butter is simply a household necessity

●

I usually buy whatever is cheapest

●

I prefer premium butter when possible

●

I actively seek high-quality butter

●

Butter is an important part of enjoying food

Please select one.

Q8 Rank in order of importance when purchasing butter

Drag to reorder — most important at top

1Taste⠿

2Spreadability⠿

3Price⠿

4Ingredients⠿

5British provenance⠿

6Sustainability⠿

7Packaging⠿

8Brand reputation⠿

The Clutch

Your butter. Always ready.

The Clutch sits on your counter and keeps your butter at the perfect spreading temperature — always soft, always ready. A small window on the front shows you exactly which flavour cartridge is loaded.

It doubles as a landscape phone holder while you cook, and comes with a built-in butter spoon for portioning. All cartridges are interchangeable — swap flavours in seconds.

Made from food-grade recycled ocean plastics. For those who prefer no plastic, there's also a UK-made ceramic Clutch.

Get the Clutch. When you're ready for something new, return it and get credit towards a new drop or collab edition. Nothing goes to waste — it's part of the sustainability model.

1

Get the Clutch

2

Choose your cartridge

3

Swap & repeat

Q9 How clear is the MELT concept?

Very unclearCrystal clear

Please select a rating.

Q10 How would you describe MELT to a friend?

Please enter a response.

Q11 Is there anything about the product or service that still feels unclear?

Q12 Rate the appeal of each feature (1 = low, 10 = high)

← Scroll to rate →

	1	2	3	4	5	6	7	8	9	10

Please rate all features.

Q13 Which message is most compelling?

●

Real butter that stays naturally spreadable

●

Premium British butter delivered to your door

●

Better tasting butter made from British cream

●

Never run out of butter again

●

Sustainable butter in recyclable packaging

Please select one.

Q14 What is the biggest reason you would consider buying MELT?

Please enter a response.

Q14b If MELT was priced comparably to what you currently pay for butter in-store, how much would the following influence your decision to switch?

Rate each factor 1–10

← Scroll to rate →

	1	2	3	4	5	6	7	8	9	10

Q14c A subscription would make MELT cheaper per cartridge than buying one-off or in-store. Would that change your likelihood to subscribe?

●

Yes — price is the main barrier for me

●

Probably — it would definitely help

●

Slightly — price matters but it's not everything

●

No — I'd subscribe for other reasons, or not at all

Q15 If MELT was available today, how likely would you be to purchase it?

Very unlikelyDefinitely would

Please select a rating.

Q16 Which option would you most likely choose?

●

One-off purchase

●

Monthly subscription

●

Quarterly subscription

●

Gift subscription

●

Not sure

●

Would not purchase

Please select one.

Q17 What would stop you purchasing MELT?

Select all that apply

✓

Price

✓

Prefer my current brand

✓

Don't buy butter often enough

✓

Don't see enough difference

✓

Subscription doesn't appeal

✓

Delivery isn't useful to me

✓

Prefer supermarket shopping

✓

Other

Q18 How appealing is the home delivery option?

Not at allVery appealing

Please select a rating.

Q19 What would make a butter subscription genuinely valuable to you?

Please enter a response.

Q20 If you would not subscribe, why not?

Q21 What is your overall opinion of the name MELT?

●

Love it

●

Like it

●

Neutral

●

Dislike it

●

Strongly dislike it

Please select one.

Q22 Rate the branding on these qualities (1–10)

← Scroll to rate →

	1	2	3	4	5	6	7	8	9	10

Please rate all qualities.

Q23 Which three words best describe MELT?

Select up to 3

Please select up to 3 words.

Q24 Does the branding clearly communicate that MELT is butter?

●

Yes

●

Mostly

●

Not sure

●

No

Please select one.

Q25 What would improve the branding?

Q26 Which flavours would you be most interested in?

Select up to 3

Please select at least one.

Q27 The Clutch — how much would you pay to get one?

What I'd expect to pay

£

Too expensive — even knowing I can return it for credit

£

Q28 A single 200g butter cartridge, bought in a supermarket. What price feels right, and what would be too much?

The Clutch can be bought outright or returned when you're done — you get credit towards a new one or a special edition drop. Part of the sustainability model: nothing ends up in landfill.

What I'd expect to pay per cartridge

£

Too expensive — I'd buy elsewhere at this price

£

Q29 Subscription pricing — delivered monthly, cold-packed to your door, cheaper per cartridge than buying individually.

For each tier, tell us what you'd expect to pay per month and what would price you out.

Light 2 × 200g · 400g/month · 1–2 people

I'd pay per month

£

Too much at

£

Regular 4 × 200g · 800g/month · 2–4 people

I'd pay per month

£

Too much at

£

Household 6 × 200g · 1.2kg/month · families

I'd pay per month

£

Too much at

£

Q31 What do you like most about MELT?

Please share your thoughts.

Q32 If you could change one thing before launch, what would it be?

Please share your thoughts.

Q33 Any other comments or suggestions?

QB1 Now that you know what MELT is — does the brand name feel right for the product?

●

Yes, it fits perfectly

●

Mostly — I can see the connection

●

It's okay but not obvious

●

No, it doesn't feel right for a butter brand

Please select one.

QB2 Does the visual branding — the bold typography, the pink and black — feel right for a premium butter brand?

●

Yes — it makes it feel modern and exciting

●

It's distinctive but unexpected for butter

●

I'm not sure — it doesn't quite match my expectations

●

No — it feels wrong for this type of product

Please select one.

QB3 Has knowing the full product changed how you feel about the brand?

●

Yes — I like it more now I understand it

●

Slightly — the product helped explain the brand

●

No change — I felt the same from the start

●

Yes — I like it less after seeing the full picture

Please select one.

QB4 Does MELT feel like a brand you'd be proud to have on your kitchen counter?

Not at allAbsolutely

Please select a rating.

QB5 In your own words — does the brand represent what MELT is selling?

Please share your thoughts.

QB6 If you were naming this brand, what would you call it?

QB7 Now that you know what MELT is — what kind of person do you picture buying it?

D1 What is your age range?

D2 How do you identify?

D3 Where are you based?

D4 Which best describes your household?

D5 How often do you buy premium food or drink products?

Limited offer

Become a
Founding Member.

MELT is building a small founding community before we launch. As a Founding Member you get:

🧈

Lifetime discount

A permanent price reduction on all cartridge orders — forever.

✨

First access to special drops

New flavours, limited edition Clutches and collab releases — you hear about them first.

🎨

Founders Clutch

A special edition Clutch only available to Founding Members. Not sold anywhere else.

💬

Shape what's next

Direct input into new flavours, colours and features before the public sees them.

Reserve your spot

We'll only use your email to contact you about MELT. No spam, ever.

Done. Thank you.

You just helpedshape MELT.

Your feedback goes directly into how we build and launch this brand. We'll be in touch when MELT is ready to ship.

meltbetter.co.uk

First impressions

Good.Now let's tell you more.

Your relationship with butter

Meet MELT

Your butter. Always ready.

Concept understanding

Appeal & positioning

Purchase intent

Subscription & delivery

The MELT brand

Flavours & pricing

Final thoughts

Now you know everything.

Almost done — a bit about you

You just helpedshape MELT.