Fonterra needs new butter line to meet ‘Muddy Buns’ demand

10-Jul-2018 - Last updated on 10-Jul-2018 at 08:22 GMT

Fonterra Edgecumbe cream plant manager Doug Gerry with engineering project manager Will Rouse sharing their ‘muddy bun face’ experience.

Muddy Buns, Dirty Dirty Bread, or Zang Zang Bao as they are known in China, are creating increased demand for butter.

Fonterra’s Edgecumbe facility is capitalizing on the trend by commissioning a new butter line that will nearly double the factory’s butter sheet production from 4,500 metric tonnes to 7,000 MT.

Fonterra general manager marketing, Global Foodservice, Susan Cassidy, explained the product is best described as a chocolate croissant.

“People love the flaky chocolate pastry that’s coated in rich chocolate ganache and sprinkled with cocoa powder,” Cassidy said.

“It makes it impossible to keep your face clean while eating. They are popular with celebrities who have taken to social media to share images of their ‘muddy bun face’ experience.

“Even in temperatures of minus ten degrees, crowds of people are queuing for hours to get their hands on their Muddy Bun.”

Demand rising

Edgecumbe’s operations manager, Allan Muggeridge, says the first butter sheet will roll off the new line on September 1.

“We’ve been watching demand for butter build for a number of years now. The building part of the project started in May so it’s been a quick turnaround to get it up and running,” Muggeridge said.

Fifteen local contractors have been employed to complete the expansion at the site, which employees 380 people.

“It’s been a real boost to the local business community, especially after the rough past 12 months Edgecumbe has had,” he added.