Olivio Special Edition Flavoured Oils

Princes has boosted the Olivio cooking oil brand with the addition of two flavoured variants, to tap fast-rising demand for infused cooking oils.

The Olivio Special Edition Flavoured Oils duo, Lemon & Thyme and Garlic & Rosemary, are rolling out this week in a 250ml bottle featuring visuals of the key ingredients (rsp: £1.50). The launch came with penetration of the infused oils category up 28% year on year, according to the brand.

The expansion of Olivio in to the flavoured oils category acknowledged “a growing consumer interest in value-added products and in particular products focused on enhancing recipe-driven meal occasions” said Neil Brownbill, marketing director at Princes, which manages the brand under licence from Unilever.

Unilever licensing director Chloe Irwin added: “We are incredibly excited to be working with Princes again to expand the range to include innovative flavoured oils.

“Olivio centres on adding a hint of the Mediterranean to home cooking, so it is a natural progression for us to add Lemon & Thyme and Garlic & Rosemary flavours to the range.”

The brand’s value sales have risen 4.1% to £3.6m on volumes up 3.3% [IRI 52 w/e 25 March 2017], in an olive oil category up 2.1% in take-home value sales to £32.5m and static in volume [Kantar Worldpanel 52 w/e 26 February 2017].