The company has blended a mild extra virgin olive oil for the UK market to cater for consumers' preference for milder flavours. It said that while UK consumers had developed a passion for olive oil over the past ten years and were keen to take advantage of its health benefits, research had shown that many preferred a flavour that was more gentle.
The new mild variety has been created for everyday use, including in general cooking and for the preparation of sauces and salad dressings. It will be available in the standard 500ml glass bottles (rsp: £3.99).
A spokeswoman said: "We are thrilled that British consumers have adopted olive oil as a diet staple, making the market significant enough to warrant its own individual blend. As a family-run business, it is very exciting to be able to respond so directly to our customers' needs."