Land O'Lakes is expanding distribution for its butter brand while also marketing more directly to today's smaller households by reconfiguring the packaging.

The company is rolling out a 1-lb carton bearing eight individually wrapped 2-oz half-sticks. Land O'Lakes had been packaging half-sticks in a 1/2-lb carton.

"Typically, you'd find the half-pound at convenience stores or other smaller-format stores, not typically in larger retailers," says Brian Delgado, Land O'Lakes spokesperson. "The product wasn't as widely available as we'd have liked, but we knew that the distribution of the half-pound size would have limitations. However, offering it in the one-pound format ensures the product will be available in a large number of major grocery retailers, making it accessible to a broader audience."

Delgado adds, "The rationale behind the larger size is that consumers won't have to go back to the store quite as often."

The initial rollout in the new carton size is in 21 East and Southeast states.