I hate calling brands disruptive. 

While it might have been an excellent way to describe a new brand or product entering a well-established and monotonous market, it is now used mainly by LinkedIn and TikTok posters who want to sound insightful and be relevant in the online marketing and branding conversation.

Even though disruptive has devolved into empty influencer jargon, a new brand of dairy butter aptly fits the descriptor, so I’m dusting it off to introduce Butt Co. Not only is the branding and packaging far more cheeky than established butter brands, but the product segment is awash with yellow monotony on the shelf and due for, uh, disruption.