A battle over butter spread onto Facebook on Sunday morning, with local dairy producers Benna batting away a suggestion that their "100% Maltese" butter was not what it claimed to be. 

The original post which kicked off the controversy. Image: Facebook/Antoinette Stellini Farrugia

The controversy was kicked off by a post on popular Facebook group RUBS Are You Being Served?  which highlighted similarities between Benna's butter and that of an Italian brand. 

"As can be seen from the pictures below Benna butter is produced in Italy and it is identical to the producer’s butter including the nutritional information to the letter," wrote Antoinette Stellini Farrugia, in a post featuring photos of both products side-by-side. 

"Benna would do well to clarify their claims," she continued. "The Maltese consumer has the right not to be led to believe otherwise!" 

The post soon prompted a frothy reaction from Benna chief operating officer Martin Grech, who began by noting that Ms Stellini Farrugia worked as the director of sales for a local food importer. 

"It looks like Benna butter has hit you hard," he began, before going on to defend his company's product.  

Benna COO Martin Grech was quick to reply. Image: Facebook/Martin Grech

"Benna butter is indeed made from 100% Maltese cream," he wrote. "Yes we do send it over to Vicenza to be transformed... we have all the documentation and facts in place to prove this." 

Mr Grech also hinted that the company would consider suing to protect its reputation.

The rebuttal seemed to go down a treat with many Facebook users, with Mr Grech's post churning more than 200 Facebook likes within two hours, with others lining up to butter him up. 

"Very professional response," wrote one poster, as another said that "after this post, I will be purchasing Benna Butter instead of the one I presently buy." 

As Facebook users piled in to comment, Benna's marketing team kicked in to milk the free publicity, sharing promo videos and highlighting the butter's retail price. 

Benna released its salted and unsalted butter products as part of a rebranding exercise held late in 2017. The rebranding was not without controversy, with the dairy producer facing a backlash from some quarters for its decision to introduce plastic bottle caps on its milk cartons.  

Benna's social media team shift into gear. Photo: Facebook/Benna JZ