The phrase “Butter makes everything better” isn’t just a catchy slogan—it’s a culinary confession whispered across generations. From golden scrambled eggs to crusty sourdough, this simple ingredient has a way of elevating the ordinary into the extraordinary. But who first uttered this buttery mantra, and why does it continue to resonate with chefs and home cooks alike? In this article, we explore the origins of the phrase, its cultural significance, and the scientific and sensory reasons that make this beloved dairy product such a powerful flavor enhancer.
The Birth of a Culinary Cliché
The phrase “butter makes everything better” is often attributed to the dairy industry’s marketing campaigns, particularly those pushed by organizations like the American Dairy Association and state-level butter boards, especially Wisconsin, the heart of American dairy. Though its exact origin is hard to pinpoint, the expression gained national traction in the late 20th century, particularly in the 1990s and early 2000s.
Butter’s Comeback Story
For a time, butter was not the darling it is today. The low-fat craze of the 1980s and ‘90s cast butter as the villain, accused of clogging arteries and contributing to heart disease. In its place came a wave of margarine and other processed spreads, marketed as “healthy” alternatives.
But as science began to reevaluate the role of saturated fats and consumers sought out more natural ingredients, butter made a triumphant return. This resurgence was not only scientific—it was emotional.
Who First Popularized the Phrase?
While no single source holds the copyright to the phrase, “butter makes everything better” has become a tagline associated with the Wisconsin Milk Marketing Board. In 2009, Wisconsin’s butter marketing efforts included a television campaign with chefs exclaiming their love for butter, including its unparalleled ability to elevate food.
In fact, the Wisconsin Department of Agriculture, Trade and Consumer Protection launched a campaign titled “Butter: It Just Makes It Better,” featuring interviews with chefs, bakers, and foodies who championed butter’s flavor and versatility. This campaign was part of a broader state-sponsored effort to promote Wisconsin’s dairy industry—already the top producer of butter in the United States.
The Science Behind the Slogan
So why does butter make food taste better? The truth lies in a blend of science, taste, texture, and aroma, working in harmony to create a more satisfying eating experience.
The Flavor Enhancer Effect
Butter is a natural flavor enhancer. It doesn’t just add its own taste—it amplifies other flavors. This is due to:
- Fat-soluble compounds: Many flavor compounds in food are fat-soluble, meaning they dissolve and carry more effectively in fat. Butter, being about 80% fat, helps release and intensify these flavors.
- Umami boost: Butter contains small amounts of glutamic acid, contributing to its subtle umami character, a fifth taste often described as savory.
- Maillard reaction: When butter is heated, it helps caramelize sugars and proteins in food through the Maillard reaction—this leads to the rich, golden crusts on everything from steaks to pancakes.
The Mouthfeel Factor
Let’s not underestimate the joy of texture. Butter has what is known in the food industry as a “mouth-melting” texture because it melts just below body temperature (~90–95°F or 32–35°C). This means it spreads easily and creates that smooth, rich sensation known as “mouth-coating”, which signals comfort and indulgence to your brain.
The Power of Aroma
Have you ever walked into a kitchen where someone is sautéing butter in garlic or herbs? The rich, nutty aroma of butter being heated sets the stage for sensory satisfaction long before you take your first bite. This olfactory appeal primes your appetite, making the food seem more delicious even before tasting.
Butter Across Cultures and Cuisines
While the phrase “butter makes everything better” may have become popular in American marketing campaigns, its sentiment transcends borders—as does the use of butter in global cuisine.
European Culinary Traditions
In Europe, butter has long been revered:
- France: Known for its butter-centric cuisine, from croissants to béarnaise sauce, butter is the backbone of classic French cooking. Auguste Escoffier once wrote that “butter is the soul of French cuisine.”
- Germany: German cooks use butter in a wide variety of dishes, including the beloved Schwarzwälder Kirschtorte, where buttercream is a star ingredient.
- Italy: While olive oil dominates southern Italian cooking, the north embraces butter. Think of a classic risotto alla Milanese, which wouldn’t be the same without a luxurious butter finish.
Indian Subcontinent: The Magic of Clarified Butter
In India and Pakistan, butter in the form of ghee (clarified butter) has spiritual, cultural, and culinary significance. Used in everything from dal tadka to halwa, ghee enhances flavor and symbolizes nourishment and purity in Hindu traditions.
Scandinavia: The Scandinavian Spread
In countries like Sweden and Norway, butter is a daily staple. It’s slathered on bread, used in pastries, and forms the base of sauces that accompany dishes like meatballs and gravlax.
Why the Phrase Stuck
The Emotional Connection
Food, more than anything else, is deeply tied to emotion, memory, and nostalgia. Butter carries with it the scent of grandmother’s kitchen, movie-theater popcorn, and weekend pancakes. These are not just meals—they are moments. By marketing butter as a way to “make things better,” agencies tapped into collective comfort and familiarity, not just flavor.
The Versatility of Butter
There may be no more versatile ingredient in the kitchen than butter. It can be used for:
- Sautéing meats and vegetables
- Making sauces like hollandaise and béurre blanc
- Baking flaky pastries and moist cakes
- Finishing dishes like steak and vegetables
This multipurpose charm makes butter more than a cooking fat—it’s a culinary Swiss Army knife.
The Psychological Power of Simplicity
In a time when food trends can seem overly complicated—with elaborate plant-based cheeses and lab-engineered oils—the phrase “butter makes everything better” is a breath of fresh, creamy air. It speaks to the power of simplicity, tradition, and authenticity, values that are increasingly prized in modern food culture.
Butter Beyond the Kitchen: Pop Culture and Memorable Mentions
The catchy phrase has not been confined to commercials or recipe cards—it’s leapt into popular culture, appearing in:
- Advertising slogans: Wisconsin’s “Butter: It Just Makes It Better” campaign led to increased butter sales and a return to its former glory at the American breakfast table.
- Children’s books: In works celebrating food or comfort themes, authors often use butter as a symbol of home and happiness.
- Celebrity endorsements: Chef Bobby Flay has been known to “butter-baste” his steaks and famously said, “When I’m trying to impress someone with flavor, I go for butter.”
- Internet memes: The phrase has been humorously adapted into memes, often in images of greasy popcorn, butter-drenched lobster, or carb-infused comfort food.
Butter has become more than a food—it’s a cultural shorthand for indulgence, tradition, and quality.
How to Make Every Dish Better With Butter: Tips and Ideas
The Basics: Salted vs. Unsalted Butter
- Unsalted butter gives you more control over the salt in your dish and is preferred for baking and precise recipes.
- Salted butter is excellent for spreading on bread, melting over vegetables, or finishing a savory dish.
Infused Butter for Maximum Flavor
Try these variations to add a new dimension of flavor:
- Garlic Herb Butter – Combine butter with minced garlic and herbs like rosemary or thyme for steak or grilled vegetables.
- Citrus Butter – Blend with lemon, lime, or orange zest for seafood dishes like shrimp scampi.
- Spiced Butter – Add a dash of smoked paprika, chili flakes, or cinnamon for an interesting twist.
Butter as a Finishing Touch
Instead of slathering it in during cooking, try adding a cube at the end. This technique, known as mounting with butter, creates a glossy finish and rich, complex flavor—perfect for pastas, sauces, and sautéed proteins.
Cooking with Clarified Butter and Ghee
Ghee and clarified butter have higher smoke points than regular butter, making them ideal for frying or searing without burning. They also offer a nutty, caramelized flavor profile that can elevate both savory and sweet dishes.
Conclusion: Why Butter Still Rules the Table
In the ongoing debate over oils, spreads, and alternatives, butter has stood the test of time—not just as a cooking tool but as a symbol of joy, comfort, and flavor. While no one can pinpoint exactly who said, “Butter makes everything better” first, the phrase’s lasting popularity speaks volumes.
It reflects a universal truth across kitchens and cultures: that real food, rich in flavor and steeped in tradition, brings satisfaction that no substitute can replicate. Whether it’s drizzled on grilled corn, swirled into risotto, or simply spread on warm bread straight from the oven, butter remains a cornerstone of culinary pleasure.
So next time you savor something rich and golden with that signature buttery flavor, remember—you’re not just enjoying a fat. You’re tasting a story, a science, and a sentiment that’s more timeless than a recipe card can explain.
In the End, It’s Simple:
Butter does, in fact, make everything better. And whether the line was born in a butter board brainstorming session, a chef’s kitchen experiment, or a grandmother’s loving whisper over a warm pan of pancakes—its message endures because it’s rooted in something true.
It’s more than just flavor—it’s a feeling.
1. Who originally said ‘Butter Makes Everything Better’?
The phrase “Butter Makes Everything Better” is commonly attributed to popular American culinary culture rather than a single identifiable person. Though it’s often associated with dairy promotion campaigns, there is no definitive record of a specific individual who coined the phrase. Its widespread use over the years can be linked to advertising efforts by organizations like the National Dairy Council and state-level agricultural boards promoting the consumption of butter and dairy products.
The phrase gained traction primarily in the 20th century as part of broader marketing strategies to emphasize butter as a wholesome and essential ingredient in the American diet. It’s likely that multiple marketers, chefs, or home economists used the line independently in various contexts, contributing to its eventual status as a commonly accepted saying in kitchens and commercials across the United States.
2. Why is butter so appealing in cooking and eating?
Butter’s allure lies in its rich flavor and complex composition, which includes fats, milk solids, and water. When used in cooking, the fat in butter enhances the absorption of flavor compounds, making dishes taste more robust and satisfying. Additionally, the milk solids caramelize when heated, adding a nutty, toasted flavor that cannot be fully replicated by other fats like oils or margarine.
Psychologically, butter’s appeal is also rooted in comfort and sensory pleasure. As a high-fat food, it activates the brain’s reward system, encouraging cravings and a sense of satisfaction. The creamy texture, golden color, and aromatic presence of butter in cooking provide a multisensory experience that elevates meals from the mundane to the indulgent, making it a favorite in both professional and home kitchens.
3. How did butter become a staple in American households?
Butter’s rise as a household staple in the United States began in the 19th century with improvements in dairy farming and churn techniques. As rural farms grew in size and butter-making technology became more accessible, the product became more widely available. The rise of cream separators and pasteurization also helped standardize quality and increase production, making butter safer and more affordable for the average consumer.
During the 20th century, butter was further solidified as a dietary mainstay through government food programs, wartime rationing, and the influence of cookbooks and television cooking shows. It was promoted as a natural, wholesome option compared to newer substitutes like margarine. Over time, butter became deeply rooted in American culinary identity, featured in everything from baking and frying to table spreads and holiday feasts.
4. What role did butter play in historical cuisine?
Throughout history, butter has served multiple roles beyond the kitchen. In ancient civilizations such as those in India and the Middle East, clarified butter like ghee was used for cooking, religious rituals, and medicinal purposes. European cultures, especially in regions like Scandinavia and the British Isles, relied heavily on butter for both daily sustenance and food preservation in colder climates.
In medieval Europe, butter was often stored in bogs or sealed containers for long periods and was considered a valuable commodity. It was even used as a form of currency or tax payment in some communities. Though largely replaced by oils in many parts of the world during warmer months, butter remained a central feature in the diets of northern European populations, influencing regional cooking styles and traditions that spread globally with migration.
5. Is the saying ‘Butter Makes Everything Better’ true from a scientific standpoint?
From a biochemical perspective, there’s scientific merit to the idea that butter enhances food. The fat in butter is particularly effective at carrying fat-soluble flavor compounds, which are released during cooking and binding more readily with taste receptors. This amplifies the perceived intensity of flavors in dishes, making them more aromatic and palatable than their butter-free counterparts.
Additionally, the melting point of butter—around 90 to 95 degrees Fahrenheit—makes it ideal for creating a creamy mouthfeel and a smooth texture in both heated and room-temperature dishes. These properties contribute to the sensation of richness and indulgence. While it’s not universally true that butter improves every food (some dishes benefit from lighter oils or none at all), in most cooking and baking contexts, butter does elevate the sensory and chemical experience of eating.
6. Are there cultural differences in the perception of butter?
Perceptions of butter vary widely across cultures due to historical, environmental, and dietary traditions. In countries like France and India, butter and its derivatives (such as clarified butter or ghee) are central to cuisine and often regarded as essential ingredients for authentic flavor. In contrast, in regions like East Asia and parts of Africa where dairy has not traditionally played a large role, butter may be less commonly used and sometimes considered a Western novelty or luxury ingredient.
Moreover, cultural attitudes toward health and nutrition have influenced butter’s reputation. Western countries have seen fluctuations in butter consumption due to shifting dietary guidelines promoting low-fat diets in the late 20th century, followed by a more recent reacceptance of natural fats. In contrast, many traditional cultures have maintained consistent uses for butter in both ceremonial and everyday foods, preserving its positive image through generations of culinary practice.
7. How has the marketing of butter evolved over time?
The marketing of butter has evolved dramatically from a primarily agricultural product to a lifestyle brand. In the early 20th century, dairy boards in the U.S. and Europe used print media to promote butter through recipes and testimonials from health professionals. These campaigns often contrasted butter with margarine, positioning it as natural and superior in taste and nutrition. Educational films, radio spots, and in-store promotions were also used to connect consumers with dairy farmers and processes.
In recent decades, the rise of health-conscious dietary trends and plant-based alternatives has pushed the butter industry to innovate once again. Campaigns now highlight butter’s minimal ingredients, sustainability practices, and the value of real food. With the resurgence of retro cooking and the slow food movement, butter has been rebranded not only as a traditional favorite but also as a craft product, sometimes even organic or pasture-raised. Social media influencers, celebrity chefs, and food bloggers have amplified this evolution, keeping the phrase “Butter Makes Everything Better” relevant for new generations.