DUBLIN, CALIF. — With a nod to the cooks and bakers in home kitchens, Challenge Dairy introduced a new format for the butter the company has been making for more than a century.

Part of California Dairies Inc., the dairy manufacturer launched Challenge Butter Cubes, which the company said it developed for both easy measuring and “less mess” cooking.

Pre-portioned into 4 tablespoons per cube, each piece of butter is individually wrapped, Challenge shared, to offer precision and convenience. Both salted and unsalted varieties are part of the roll out.

“Challenge has been in kitchens for over 100 years, and we’ve seen how cooking habits have changed,” vice president of marketing Priya Kumar said. “Butter cubes are our way of meeting today’s cooks where they are — with a format that’s intuitive, tidy and ready to help get a great meal on the table, fast.”

Coinciding with the launch, Challenge shared findings from an online survey of more than 1,000 US adults conducted by Researchscape International this past March. Among respondents to the Challenge commissioned survey, close to 70% said they do not use exact measurements when cooking with butter – which the company said pointed to a “need for more convenient and precise options.”

Additionally, 90% of those surveyed said they don’t cook dinner entirely from scratch, and more than 50% defined an “easy meal” as one that is ready in fewer than 30 minutes.

Challenge Butter Cubes, packaged in 1 lb boxes containing eight cubes, are scheduled to roll out soon at retailers such as Walmart, Meijer and Albertsons.