Belazu drives deeper into the multiples The olive oil sector, even as it gains growing penetration among British consumers for daily use, is also witnessing vigorous developments in added value, with a key new brand Belazu. The Fresh Olive Company has now expanded the retail range. Its latest products include Moroccan beldi pickled lemons and early harvest extra virgin olive oil from Catalonia, both of which have just been launched in selected Sainsbury stores. This week saw the launch in Waitrose of Belazu bottled Nostraline olives, Cocktail Casablanca olives, Lucques Royales olives and Green olives with basil and garlic. These will also be available in Sainsbury from April 8. Belazu hit major retailers' shelves in September 2001 and was an instant hit with consumers. The range includes Ligurian and Catalonian extra virgin olive oils, basil, chilli and garlic infused oils, a special reserve aged balsamic vinegar, speciality olives, plus rose harissa and argan oil from North Africa. The Fresh Olive Company has built up an excellent name among top UK chefs. {{CANNED GOODS }}