Lactantia releases 'Ultimate Butter Churning Vest'

Dairy band Lactantia had dropped limited-edition butter-churning vests.

The "Ultimate Butter Churning Vest" is inspired by the viral “runner butter” trend on social media, where creators “churn” butter in sandwich bags while they run.

It features a front chest pocket so runners can monitor progress. Inside, the BPA-free, food-grade container utilizes a spill-proof design and kinetic ball to accelerate the churning process. The pouch is also equipped with thermal insulation and active cooling to ensure food safety.

And once the butter is ready, the vest includes dedicated pockets for a butter knife and a slice of bread.

"We've seen Canadians on social media using our 35% cream to try this experiment and wanted to find a fun way to say thank you to them," said Marion Eizaguirre, senior brand manager at parent company Lactalis Canada, in a press release. "Creating The Ultimate Butter Churning Vest allowed us to mirror that the precision we took to make the vest is the same level of care and quality that we put into our products."

Lactantia will give away a limited run of vests nationwide, while quantities last. 

The brand is also hosting a “Butter Run” in Quebec with the 6AM Club on June 13, where attendees can see the vest in action and sample the butter post-run.