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Spread on toast, melted into sauces, mixed into cake batter – butter has always been a kitchen staple.
Made by churning cream until the fat separates from the buttermilk, it has long come with health warnings because it's high in saturated fat, which can raise LDL ('bad') cholesterol and increase the risk of heart disease.
But recently, butter has escaped the role of supporting ingredient and become the main event.
On TikTok, content creator Mary Alexis regularly posts videos of herself eating towering stacks of butter coated in frosting, with clips racking up more than 10 million views. Others have followed suit, sharing videos of themselves consuming whole blocks smothered in pasta sauce, guacamole, molasses, chocolate mousse and even more butter.
The trend has spread beyond social media. At New York's Quality Bistro, diners can order 'butter service', where a server presents a large vat of butter, smears a generous slab onto a board, then tops it with salt and seasonings before serving it alongside already buttered toast.
In London, the Pembroke Club in Belgravia made headlines earlier this year by advertising for a 'butter sommelier'. And in Paris, July saw the opening of the world's first 'butter bar', Le Butter Shop, where customers can sample loaf-sized butters in a range of flavours.
Butter fads aren't entirely new. In the late 2000s, 'bulletproof coffee' – coffee blended with butter – became popular among people hoping to suppress their appetite and sharpen their focus.
But while few nutrition experts would recommend eating sticks of butter or adding it to your morning coffee, what actually happens if you regularly consume butter in these quantities?
On TikTok, content creator Mary Alexis regularly posts videos of herself eating towering stacks of butter coated in frosting, with clips racking up more than 10 million views. But what actually happens if you regularly consume butter in these quantities?
At New York's Quality Bistro, diners can order 'butter service', where a server presents a large vat of butter, smears a generous slab onto a board, then tops it with salt and seasonings before serving it alongside already buttered toast
According to Sophie Medlin, a consultant dietitian at CityDietitians, 'there's nothing wrong with appreciating high-quality butter occasionally, but making it the star of every meal is a different story'.
She said: 'Bread and butter served before a meal can add a substantial number of calories before you've even started eating, making it easier to consume more than you need overall.
'From a nutritional perspective, it also displaces foods we know are beneficial for heart health, such as vegetables, pulses, wholegrains and sources of unsaturated fats'.
Specifically, Ms Medlin highlights that when it comes to butter portions, 'for most people, a thin scraping on toast or using a small amount in cooking is perfectly reasonable.
'The problem comes when butter is piled onto bread or becomes a major ingredient in several meals every day – the biggest concern is cardiovascular health.
'A diet consistently high in saturated fat can increase LDL ('bad') cholesterol, which is a major risk factor for heart attacks and strokes.
'Large amounts of butter can also contribute to excess calorie intake, increasing the risk of weight gain over time.'
A typical 250g block of butter contains around 1,860 calories – almost an entire day's worth of energy for many adults.
Others have followed suit, sharing videos of themselves consuming whole blocks smothered in pasta sauce, guacamole, molasses, chocolate mousse and even more butter
It also packs 130g of saturated fat, more than four times the UK's recommended daily maximum for men (30g) and more than six times the recommendation for women (20g).
That doesn't mean butter is inherently unhealthy. Eaten in moderation, it can form part of a balanced diet and does provide some beneficial nutrients.
According to Ms Medlin: 'Butter isn't devoid of nutrition. It provides vitamins A and B12, contains small amounts of vitamins D and E, and provides iodine if made from milk from iodine-supplemented cattle.
'It also contributes energy and fat, which help absorb fat-soluble vitamins.
'However, these nutrients are available from many other foods that contain much less saturated fat.
'So while butter can absolutely be part of a healthy diet, it's generally not the best source of these nutrients if health is your primary goal.'
And when it comes to butter alternatives, Ms Medlin highlights that olive oil is a better substitute to serve with bread, explaining that 'large studies consistently show that replacing saturated fats like butter with unsaturated fats such as olive oil is associated with lower LDL cholesterol and a reduced risk of heart disease.
'That's why olive oil is a cornerstone of Mediterranean-style diets, which have one of the strongest evidence bases for long-term health.'
Margarine, however, can vary in healthiness depending on the type.
Ms Medlin said: 'Older margarines contained trans fats, which were harmful, but modern soft margarines sold in the UK are very different.
'Many are made from vegetable oils and contain much more unsaturated fat than butter, making them a better option for heart health. They often also contain less saturated fat and may be fortified with vitamins A and D.
'The best choices tend to be soft spreads in tubs rather than hard block margarines, which usually contain more saturated fat.'
Ultimately, when it comes to butter, Ms Medlin explains that it's ok to slather it on toast from time to time, 'one indulgent meal or special occasion isn't what determines your long-term health. Our bodies respond to the overall pattern of what we eat over months and years.
'If someone enjoys generous amounts of butter on holiday or at a special restaurant, that's unlikely to have a meaningful impact if their usual diet is balanced. The issue is when social media encourages occasional treats to become everyday habits.'