Filippo Berio has poured its olive oils into squeezy bottles to lure the TikTok generation.
Extra Virgin Olive Oil, Classico and Chilli are available in the new format, which offered “a modern, convenient, and delightfully precise way to enjoy the olive oil shoppers already love”, said the brand.
The bottle is made from 100% recycled plastic, and its precision flow made the oils suited to decorative finishing touches, salad dressing and pan preparation, it added.
Filippo Berio said it had conducted “extensive consumer research” and found that the format was popular across demographics. Younger consumers embraced it “as part of the TikTok-style drizzle trend, making home cooking feel fun and chef-inspired”, while older shoppers appreciated its practicality, it said.
The oils have rolled into Ocado, Amazon and Filippo Berio’s online shop (rsp: £7.99/500ml).
“With its blend of tradition and innovation, the new Filippo Berio Squeezy Bottle format offers retailers a compelling way to meet evolving consumer expectations,” said Walter Zanre, UK MD at Filippo Berio.
Squeezy peasy
“It’s the small, satisfying act of squeezing just the right amount – no mess, no waste, only the subtle satisfaction of perfect control,” Zanre added.
The launch will be backed by a social media campaign, including TikTok.
Several challenger brands have secured retail listings for cooking oils and salad dressings packaged in squeezy bottles over recent months.
In October, All Dressed Up snagged Waitrose and Co-op listings for three of its dressings in squeezy bottles: Everyday House, Miso & Sesame and Tahini & Lime (rsp: £5/250ml).
Good Phats then won nationwide Waitrose listings in November for its Spanish and Italian extra virgin olive oils in squeezy bottles.
No comments yet