A new viral trend on TikTok is drawing concern from nutrition experts after influencers began posting videos of themselves eating large amounts of butter, generating millions of views and inspiring others to follow suit.
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The trend features creators consuming sticks or large portions of butter, often paired with sauces or bread.
One of the most widely viewed videos, posted by content creator Mary Alexis, has surpassed 10 million views, helping fuel the craze across social media.
Health experts warn that while butter can be enjoyed in moderation, regularly consuming excessive amounts may increase the risk of high cholesterol, heart disease, stroke, and weight gain.
Nutrition consultant Sophie Medlin of CityDietitians said that although high-quality butter can be part of a balanced diet, making it the centerpiece of every meal is unhealthy. She noted that eating butter before meals also adds significant calories while replacing more nutritious foods such as vegetables and whole grains.
A standard 250-gram block of butter contains around 1,860 calories and approximately 130 grams of saturated fat—more than four times the recommended daily limit for men and six times the limit for women.
Despite the concerns, experts acknowledge that butter contains beneficial nutrients, including vitamins A and B12, along with small amounts of vitamins D and E and iodine. However, they emphasize that these nutrients are available from healthier food sources.
Nutritionists recommend replacing butter with olive oil, which has been widely linked to lower levels of harmful cholesterol and a reduced risk of cardiovascular disease as part of the Mediterranean diet.
Experts stress that enjoying butter occasionally is unlikely to cause harm, but turning viral social media trends into everyday eating habits could have long-term health consequences.