|
Filippo Berio, the UK's leading olive oil specialist, is set to
transform the olive category with the launch of a new range of
ambient olives. Calling upon the company's extensive experience,
Filippo Berio has launched six different olive varieties as an
extension of its world leading olive oil brand.
Through market analysis, Filippo Berio has identified that no premium
branded olives are currently packed in oil - most ambient olives are
packed in brine. The company also found that Filippo Berio buyers are
the biggest spenders within the table olive market, accounting for
22.3% of the category*. As a result, the new Filippo Berio Olive
range is set to capitalise on both the current gap in the market, and
Filippo Berio's loyal consumer base, encouraging growth within the category.
Walter Zanré, MD of Filippo Berio UK, comments, "Filippo
Berio's new range of olives is a natural next step for the brand. By
bringing our credibility in olive oil to a gap in the table olives
market, presents a clear opportunity for growing the category. Taste
trials conducted on the range have so far generated very positive
responses, especially amongst those who have rejected olives in the
past because of their salty taste caused by brine. We're confident
the range will offer something different to both olive lovers and
those who find olives less appealing, thus opening up the market to
new consumers."
The new Filippo Berio Olive range includes Mixed Whole Olives, Queen
Olives, Feta Stuffed Olives, Sun-dried Tomato Stuffed Olives, Garlic
Stuffed Olives and Pimento Stuffed Olives. All of the products will
be packaged with the same quality look and feel as Filippo Berio's
current products to ensure brand synergy. |
