Discover how artisan and semi-industrial bakers can beat supermarkets by switching from margarine to Be Better plant-based butter. Better ingredients lead to stronger brands, higher prices, and loyal customers.
Walk into any supermarket today and the pastry aisle looks like it came straight out of a high-end bakery. Everything’s “buttery,” “plant-based,” “clean-label.” It looks real. But most of it isn’t.
For the independent baker, the playing field has changed. You’re not just competing on quality or taste anymore. You’re competing against marketing budgets, industrial consistency, and the illusion of craft. So how do you win? Not by cutting corners. Not by blending in. You win by making better choices—and telling a better story.
Let’s talk fat. Because that choice alone speaks volumes.
To save on costs, bakers default to margarine when switching from butter. It’s familiar, cheap, reliable. But most won’t put it on their menus. Why? Because margarine doesn’t match the quality their brand stands for. They don’t want to explain it. They’d rather hide it. And anything you need to hide isn’t helping you build trust. Now imagine being able to say: this pastry is plant-based, cholesterol- and allergen-free. Made with ingredients that protects our biodiversity. It is made with a plant-butter created by and for pastry chefs—not a spread pulled from a supermarket shelf.
That’s what Be Better gives you.
I remember a former CEO of Unilever once said to me, when I was at Barry Callebaut, that marketing today starts with the ingredient. The chocolate in a Magnum icecream, for instance, is no longer just a component—it’s the brand’s identity. The same is true for pastry. The fat you use isn’t just functional. It’s emotional. It’s reputational. In a transparent world, where customers check ingredients and values before price, this matters more than ever.
Be Better is more expensive than margarine—about twice the price per kilo. But in use, the difference is just €0.10 to €0.20 per pastry. That’s it. Less than the paper bag you put it in. And yet it allows you to raise your price by 50 cents, even a euro, simply because now you have a story. A reason. A clean-label, premium plant-based butter that gives your pastry the depth, texture and mouthfeel of a pastry made with traditional butter—with none of the compromise.
Think of the value that brings: A plant-based croissant that sells for €1.20 can suddenly be worth €2.50. A tart that was once “dairy-free” can become “chef-made, clean-label, guilt-free.” You don’t just charge more—you give people a reason to come back, and to talk about what you make.
Because this isn’t just pastry anymore. It’s your work. Your name. Your craft.
And that’s what matters most. Your customers don’t fall in love with products. They fall in love with what you stand for. They return for what you create with intention. What you take pride in. What you’re not afraid to talk about. That’s how a bakery becomes a brand. That’s how you stand out in a world of convenience.
Supermarkets are rising fast. They’re copying the look. They’re undercutting your price. They’re coming for your customer. But they can’t copy what you believe in. Your edge is not efficiency. It’s intent. It’s care. It’s ingredients that reflect who you are and why you bake.
Choose Be Better. Not because it’s plant-based. Because it makes what you do taste better, feel better, and sell better.
That’s how you beat retail.
One proud ingredient at a time.
