Sainsbury’s has launched an own-label cold-pressed rapeseed oil as interest in the category continues to grow.

The Taste the Difference oil (rsp: £4.99/ 500ml) rolled out to stores this month and is being pitched as an alternative to olive oil.

The launch comes as demand for rapeseed oil grows, with sales up 28% year-on-year to £7.6m and volumes up almost 9% [Kantar Worldpanel 52w/e 19 February 2012].

Meanwhile, Hillfarm Oils, which revamped its branding earlier this year, has seen turnover increase 12% year-on-year as rapeseed oil has become more mainstream. “Rapeseed oil is at a tipping point,” said Hillfarm business manager James Goodwin.