Kerry Foods has added a Mediterranean olive oil variant to its Pure dairy-free range.

Pure Olive is described as a versatile product ideal for spreading, baking and frying. It has already gone on sale in Waitrose and Asda (rsp: £1.49).

The product was targeted at both the 4% of dairy-intolerant Britons and the 16% who were actively looking to reduce their dairy intake, according to Kerry.

The Pure range contains 70% less fat than butter and is free from preservatives and hydrogenated oils.