When Jamie Oliver used avocado oil in one of his recipes on television, sales of the oil went through the roof as consumers clamoured to buy some.
Today, as well as being the face of Sainsbury, Oliver is the face of New Zealand's Olivado avocado oil. He uses the oil, which is celebrated for its thick consistency and richness, in a pasta salad and is said to use it regularly in dishes at his London restaurant Fifteen.
Of course Olivado is not the only avocado oil on the market. AarhusKarlshamn's (AAK) premium range also includes avocado, alongside other lesser known cooking oils, such as pumpkin seed and macadamia nut.
Suzanne Heffernan, retail marketing manager at AAK says: "New product development has been key in growing our Chalice speciality oil offering."
According to Heffernan, speciality oils, that have previously been launched through overseas markets, are being demanded in the UK thanks to growing consumer interest in international cuisine.
For example, she says that macadamia nut oil, which is popular in Japanese cooking, is growing in popularity over here because UK customers want to experiment with making authentic Japanese products at home.
Unfortunately, the Chalice brand has been a victim of its own success. The oils sold so well in the supermarkets that buyers demanded own label versions and many subsequently dispensed with Chalice, it says. However, AAK picked up the own label business.
Says Heffernan: "If we had refused to make the own-label products they would have gone elsewhere, so at least we have retained the business for now. Chalice is still available through independents."
Oil company The Grove also produces an extra virgin avocado oil, which is available in 256 Tesco stores.
Simon Roberts, sales and product development manager at UK Distributor, Get Retail, says: "Tesco has been stocking The Grove for more than three years and we have been achieving consistent double-digit growth each year.
"The most positive point is that we have built up a loyal brand following, which is important in the premium end of the speciality oil market, because brands are required to build the market."
Avocado oil does seem quite the wonder product. The Grove's offering is endorsed by the National Heart Foundation of New Zealand, is cholesterol-free and high in betasitosterol, which can promote prostate health and lower cholesterol levels.
It is also purported to help skin problems such as eczema and psoriasis, as well as other skin ailments, and has anti-bacterial and anti-wrinkle properties.
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