June 14, 2010, 9:29 am

Filippo Berio, a UK based olive oil specialist, is set to launch of a new range of olives.

Calling upon the company’s experience, Filippo Berio has launched six different ambient olive varieties as an extension of its world-wide 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’s findings also showed 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 hoping to on both the current gap in the market, and Filippo Berio’s loyal consumer base encouraging growth within the category.

capitalise Walter Zanré, managing director 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 look and feel as Filippo Berio’s current products to ensure brand synergy and an extensive marketing and PR campaign has been organised to support the launch of the new range.

To visit the Filippo Berio website click here.


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