Yorkshire Rapeseed Oil rebrands with new recipes, new pack sizes and clearer messaging
The team at Yorkshire rapeseed oilbusiness, Yorkshire Rapeseed Oil has refreshed its range with a fresh look, new products and new pack sizes following consumer feedback.
In a bid to communicate provenance and make it easier for consumers to shop the fixture, the team have made several changes to the 14 year old brand, including:
- Redesigned labels withclearer messaging that make the range easier to shop, give prospective customers usage inspiration and highlight the brand's provenance
- Smaller pack sizes of certain lines to avoid waste
- New recipes
Yorkshire Rapeseed Oil's Lemon Mayonnaise is one of the first products to launch with a new pack size and a new recipe that was awarded a coveted two stars in the Great Taste Awards 2021. The pack size has been reduced from 300g to 190g following consumer research regarding packaging and waste and Great Taste judges described the versatile mayonnaise as "Rich golden mayonnaise with a wonderful fresh citrus aroma. The smooth creamy mouthfeel releases a very balanced clean fresh flavour of lemon mayonnaise. This has been made with finesse, so all the different ingredients are working in harmony to produce an excellent classic lemon mayonnaise." The popular Garlic Mayonnaise also benefits from a reduced pack size of 190g.
In the Yorkshire Rapeseed Oil deli oils range, there will be a new 250mlRosemary and Sea Salt oil for roasting, sizzling and sauce-making, and theBasil Oil and Chilli and Spice Oil have both been reformulated with new improved recipes.
Yorkshire Rapeseed Oil's Marketing Manager, Jennie Palmer outlined the rationale for the brand refresh: "Thanks to the support from our trade customers, the Yorkshire Rapeseed Oil brand has grown well, both in our Yorkshire heartland and further afield, since we launched in 2008.
"Following consumer research, we concluded that there was an opportunity to refresh our packaging and range in order toreinforce our provenance and to engage consumers via storytelling and usage suggestions.
"We're very proud of the new look and range and are looking forward to seeing it on shelf soon."
The new products are available now from selected farm shops, delis and independents. The oils are suitable for vegans and vegetarians and are free from gluten, and the mayos are gluten free and suitable for vegetarians.
The 190g mayos are available in packs of 6 with a trade price of £2.25 and an RSP of £3.50, whilst the 250ml deli oils come in packs of 6 with a trade price of £2.50 and an RSP of £4.00.
Yorkshire Rapeseed Oil is pressed and bottled on the Palmer family farm on the Yorkshire Wolds.
Ends
Photo:
- Jason Thompson and Jennie Palmer from Yorkshire Rapeseed Oil Jason and Jennie from Yorkshire Rapeseed Oil
- The new look new products from Yorkshire Rapeseed Oil Yorkshire Rapeseed Oil's new look NPD
For more information or to arrange an interview withJennie Palmer,please contact Tracey Baty at three60 marketing on:
Direct line:01430 871360
Mobile:07971 961574
E mail:traceybaty@three60marketing.co.uk
Notes to editors
- For more information about Yorkshire Rapeseed Oil, please visit https://www.yorkshirerapeseedoil.co.uk/