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Get to know us


Welcome to Kitchen Concepts!

Kitchen Concepts is a housewares manufacturing company based in Northridge, CA. Our company’s president & founder, Joelle Mertzel, launched the company in 2016 with the invention of Butterie, the world’s only butter dish with an attached, flip-top lid. 


The inspiration for Butterie came to Joelle when she learned that butter, pure stick butter, does not need to be refrigerated.  Since learning this delightful and life-changing fact, Joelle has established herself as a national advocate for countertop butter, and has been happily “spreading” the word that butter can be safely kept on the counter for three weeks without refrigeration.  


Today, Kitchen Concepts has become more than just a ‘butter dish’ company. We proudly design, manufacture and distribute a variety of innovative household products. Some of our popular products include:

IncrediBulb, the world’s only flexible, silicone LED lightbulb; and 

SnapAway, an innovative tub butter knife with a collapsible handle, and of course

Butterie, which has become America’s #1 best-selling butter dish 


You can find our products in Lowes, Bed Bath & Beyond, The Container Store, Hallmark Stores, on the Home Shopping Network, and in scores of kitchen and gift stores across the country. Kitchen Concepts is a member of the International Housewares Association and the Better Business Bureau. Our company and its founder, Joelle, have been profiled in Entrepreneur Magazine, The New York Times, Southern Living and most recently, LA Weekly.  

Our Flagship Products

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The world's only one-piece butter dish 

with an attached, flip-top lid

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The world's only flexible, silicone,

100% shatterproof LED

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 Attachable knife with a collapsible handle that works with virtually all tub containers.

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