The name of each variant ­ Delicato, Extra Virgine, Gentile, Robusto and Tradizionale ­ was linked to the taste or properties of the product, and suggested uses ranged from salads to pasta, red meat and rustic soups. Marketing activity focused on establishing the Bertolli name, with pasta and pesto sauces joining the portfolio in July. Besides instore activity, the oils benefited from the Olive Oil Barons' Dallas-style TV ad in October. Sales Bertolli olive oil is worth £2.2m for the year ending 24 February 2002, according to Information Resources. The olive oil market as a whole totalled £80.8m in the same period across all outlets, with growth of 6.7% year-on-year. The company says "Overall Bertolli accounts for around 3.8% of total UK olive oil sales ­ impressive for a new brand. Extra Virgine is the biggest seller, accounting for 50% of total sales, followed by Delicato and Gentile with 20% each. Sales of Tradizionale and Robusto account for 10% between them, reflecting the UK consumer's preference for milder, filtered olive oils. The particular success of the Gentile variant is a significant achievement as we wanted to add something new to the category as a whole. Even the most heavy olive oil users buy only five times a year, so building a brand within this market is a long-term process. Now we have established the brand, new advertising can focus on usage and recipes." {{P&P }}