Unilever Bestfoods is to roll out a new Bertolli branded olive oil spread later this year, leaving its Olivio brand facing an uncertain future.
The company is launching a revamped version of its Bertolli spread and cooking range throughout northern Europe. And The Grocer understands that the company has earmarked the UK for a 2003 launch.
A spokeswoman for design consultancy Pearlfisher, which handled the Bertolli redesign (pictured), said: "We have been told that a UK launch will follow but it's all being kept tightly under wraps." A spokesman for Unilever said: "We are looking closely at the links between the two brands (Bertolli and Olivio). I can't say any more than that."
Olivio has proved a hit with British consumers since its 1991 launch, and occupied seventh place in the dairy fats section of The Grocer's Top Products survey (December 14, 2002). However, packs already feature an on-pack flash to flag up that it is made with Bertolli oil, and bringing the product into line with the Europe-wide offering would prove attractive to Unilever.
{{MARKETING }}
The company is launching a revamped version of its Bertolli spread and cooking range throughout northern Europe. And The Grocer understands that the company has earmarked the UK for a 2003 launch.
A spokeswoman for design consultancy Pearlfisher, which handled the Bertolli redesign (pictured), said: "We have been told that a UK launch will follow but it's all being kept tightly under wraps." A spokesman for Unilever said: "We are looking closely at the links between the two brands (Bertolli and Olivio). I can't say any more than that."
Olivio has proved a hit with British consumers since its 1991 launch, and occupied seventh place in the dairy fats section of The Grocer's Top Products survey (December 14, 2002). However, packs already feature an on-pack flash to flag up that it is made with Bertolli oil, and bringing the product into line with the Europe-wide offering would prove attractive to Unilever.
{{MARKETING }}
No comments yet