Olive oil brand Filippo Berio is extending into the olive spread market, with the launch of the Italian brand’s first range extension. The launch will be supported by a £1m through-the-line campaign.
Filippo Berio Olive Spread, which will be launched in supermarkets in September, will be positioned as a premium product for consumers who want a stronger olive oil flavour than other spreads. The spread has a 41 per cent olive oil content, which, according to the maker, is 50 per cent higher than its nearest competitor.
The packaging of the product will incorporate an embossed olive branch motif, which is also found on the glass bottles of the olive oil range. It will also have a card wrap-over, using the brand’s green colours, to reinforce Filippo Berio’s premium positioning.
Filippo Berio has 22 per cent of the olive oil market, ahead of Carapelli and Bertolli (AC Nielsen). Unilever Bestfoods’ olive oil spread, Olivio, is the leading brand in the olive oil spread category, with a 52 per cent market share. It is undergoing a £5m rebranding to bring it under the Bertolli brand.
Filippo Berio Olive Spread will be launched in association with butter and spreads specialist Matthews Foods, which has secured a long-term manufacturing, distribution and marketing deal.