New Product Targets Olive Oil Category Expansion Bertolli, the world's No. 1 olive oil brand by retail value, launched Bertolli Canola + Olive Oil this week, targeting a significant market gap: nearly half of U.S. households do not use olive oil, citing price, flavor preferences, and cooking uncertainty as barriers to adoption. The new product combines 85% canola oil with 15% Bertolli olive oil, designed to give canola users a familiar entry point into olive oil cooking. The blend delivers the neutral taste, versatility, and high-heat performance of canola while introducing omega-3 ALA and vitamin E from olive oil. The product is suitable for sautéing, roasting, and baking. "Bertolli Canola + Olive Oil was created for the millions of households that haven't yet started cooking with olive oil," said Maca Garau, Vice President of Marketing North America and LATAM at Deoleo. "For those who already cook with olive oil every day, we hope they continue doing exactly that. Our ambition is to help more people discover how easy and enjoyable cooking with olive oil can be by giving them a familiar place to start — and that's exactly what our new 'Bring the Oomph' campaign is about. Sometimes all it takes is a little oomph to turn an everyday meal into something worth talking about."

Retail Availability and Pricing The product is now available at Kroger stores nationwide in 25.36 fl. oz. squeeze and 50.72 fl. oz. family-size bottles, with retail prices starting at $6.99. It is also available on Amazon in both formats, with rollout to additional retailers planned. Deoleo CEO Thierry Moyroud added: "For decades, Bertolli has helped consumers enjoy the benefits of olive oil. With Bertolli Canola + Olive Oil, we're making those benefits more accessible to millions of households that have yet to embrace olive oil in their everyday cooking. We believe growing the olive oil category starts by making that first step easier."

Why It Matters

For foodservice operators and retailers, this launch signals Bertolli's strategy to expand the olive oil market by lowering barriers to entry for non-users. The product's neutral taste and versatility position it as a potential gateway to premium olive oil adoption, creating an opportunity for broader distribution discussions in both retail and foodservice channels.

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Written by FBM Publications Editors