For decades, butter has been the gold standard in pastry. It’s held a sacred place in kitchens, whispered about in recipes, and praised as the key ingredient that makes good pastry great. But times are changing. Quietly, steadily, a shift is taking place. And if you’re paying attention, you can see it happening. A few years ago, when we launched Be Better My Friend, the world of pastry was skeptical. Vegan pastries? Nice to have. A couple of options on the side—barely noticed by most, added reluctantly by chefs. The mindset was clear: Pastry without butter isn’t pastry. But here’s the truth: butter doesn’t define quality.
The Slow Rise of Change
What we saw in those early days was cautious experimentation. Bakers would introduce one or two vegan items alongside their traditional range—not out of excitement, but out of obligation. It was a nod to consumer demand, nothing more. At the same time, a new wave began to rise: small, bold bakeries committing 100% to plant-based pastry. Their results were exceptional, but they felt like the outliers, the fringe players of the industry. On one end: all dairy. On the other: all plant-based. And in the middle? A majority of bakers carefully balancing both, afraid to move too far in either direction. But something has changed.
A Quiet Revolution
Here Is my prediction. Look closer, and you’ll see that plant-based isn’t just a niche anymore—it’s slowly and surely becoming the new normal. The bakers who once dabbled in vegan pastry are now starting to replace butter altogether. Quietly, without grand announcements or flashy claims, they’re proving a simple truth: Great pastry doesn’t come from butter. It comes from craft. What’s driving this change? A mix of forces:
- Rising butter prices, squeezing margins.
- Consumers who are demanding more sustainable options without compromising on taste.
- Reducing operational complexity by offering one pastry that can be enjoyed by everybody.
- Growing confidence among bakers, backed by education and tools like plant-butter that work seamlessly.
But above all, it’s driven by a shift in mindset. Bakers who are offering only one or two “vegan” options, selling themselves short. They’re forcing customers to make decisions based on ingredients instead of experience. And that’s not why people walk into bakeries. Customers aren’t looking for “butter” or “no butter.” They’re looking for quality. They want the flakiest croissant, the softest brioche, the perfect tart. The ingredient list? Secondary.
If you’re a baker, here’s the question you need to ask yourself: Do you want to be judged by your ingredients? Or by the quality of your craft? The future of pastry isn’t about being “vegan” or “non-vegan.” It’s about excellence. Silent veganism will become the new normal.
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BETTER BRAND 
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