Unilever is hoping to inject a bit of cool into the cooking oil category with Flora Cuisine, the UK's first major chilled oil launch.

The oil, which is rolling out now, is made from a blend of linseed, rapeseed and sunflower oils and comes in 500ml bottles (rsp £1.99) that will be merchandised alongside butters and spreads in the chilled aisle.

Suitable for frying, roasting and baking, the new Flora line will be supported by an £8m marketing spend that includes television commercials starring Vernon Kay and posters featuring the strapline: "Find it in the fridge".

Ads will also flag up the claim it contains 45% less saturated fat than olive oil.

Unilever said it was expecting "great things" from the product, and claimed 71% of UK shoppers who took part in trials said they would buy it.

"In Europe, our cooking liquids have achieved penetration of 12% to 20% and repeat rates of more than 50%," said Flora Cuisine brand manager Rachel Dowlin.

Brand experts warned it might not be an easy sell. "It will be difficult to move the consumer mindset to buying oil from the chilled section," said Mintel trends and innovation analyst Jane Barnett.

"However, chilled versions are often perceived as fresher, more ­natural and better for you."

Chilled oils had enjoyed success in other markets, with sales of a Bertolli product hitting 4m since its launch in the Netherlands last March, she added. "They are more common in the Netherlands but it shows that a big, well-known brand can achieve success in the sector," she said.