Italian olive oil brand Sagra is joining the fray in Britain’s increasingly competitive market with a snipe at rival offerings.

Its La Traversagna single estate extra virgin olive oil is going on sale in selected Safeway stores and independents, priced at £10.49 for a 750ml bottle.

Export director Stefano Rinaldi said: ‘The British taste for olive oil has clearly been developing over recent years.

“However, at the premium end of the market, quality is often compromised in favour of over-the-top presentation with wonderful bottles containing average oil.”