Upmarket olive oil supplier Citizens of Soil is embarking on a major push into retail.
The brand, which launched a DTC business in 2020 selling single-estate olive oil from Greece in bottles and refillable packs, is understood to be in talks with a major retailer after raising £300k from angel investors earlier this year.
Its supermarket debut will see it launch a blended olive oil showcasing female producers from Crete. It will also launch a new Portuguese oil online from next week.
Co-founder Sarah Vachon said the business didn’t want to be “a robotic kind of brand which looks like every other brand in the space” and, through its championing of independent and largely female producers, wanted to encourage “more of an industry standard” when it came to transparency offered by suppliers.
Vachon said she wanted the brand to occupy a premium position in retail ranges similar to Minor Figures in milk alternatives.
The brand’s yet-to-be-revealed mainstream retail debut will be sold in 500ml bottles with an rsp of £15, alongside refillable pouches for £12.50.
It comes after Citizens of Soil pulled in £300k from angel investors earlier this year to fund the next stage of its growth.
Co-founder Michael Vachon added further in the future the brand could expand beyond olive oil into other spaces, such as kitchenware and other goods from smaller producers including wine, herbs and honeys.
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