In reply to Charlotte.

I eat vegan as well. I think Melt's packaging is designed to be deceptive. Earth Balance uses the term "buttery spread". I think that's more honest.

Then I have a Country Crock labeled "Plant Butter". It's all in the same font and that's fine to me.

So, I think it's not so much use of the word "butter", but the design to hide the plant-based nature of the product from shoppers who aren't specifically looking for plant-based options. Some props are deserved by the designer who managed to design packaging that will trick regular shoppers into thinking it is butter, while still allowing vegans to identify that it's non-dairy.