Greek Gaea rebrands

Leading Greek food specialist, Gaea, has re-launched its Greek olive range and award-winning regional and single estate Extra Virgin Olive Oils with a contemporary new look logo, labels and packaging.

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Gaea is one of the best-known premium Greek food brands in the UK, with its high quality, regional Extra Virgin Olive Oils available in Waitrose, Ocado and Booths and its olives available across other major retailers including Booths and Morrisons.

Gaea has also extended its EVOO range, adding Single Estate newcomers Vranas and Kritsa and a new premium Organic EVOO to complete the line-up. Its full EVOO range is available in two innovative 500ml packaging options. The first, high-quality embossed 500ml dark glass bottles that incorporate a unique retractable pouring mechanism. The second, elegant 500ml cylindrical tubes with a built-in pouring lip to facilitate usage and minimise drips.

The contemporary elegance of the packaging, particularly the cylindrical tubes, is set to appeal to a younger shopping audience and their growing interest in modern Greek cuisine.

Gaea’s regional Sitia and Kalamata Extra Virgin Olive Oils are already available in Waitrose.

The contemporary new packaging also filters through into Gaea’s popular olive range. Its liquid free olive snacking pouches, a staple offering on Easy Jet flights, now come in silver metallic pouches with tantalising close-up imagery of the ingredients on the front of pack. Meanwhile its jars of Kalamata and stuffed olives sport a cool elegance.

Gaea spokesperson Lisa Hohenstein said: “As Gaea enters its twentieth year, we are keen to express that while our foods pay homage to traditional growing techniques, as a business we are versatile and progressive. We believe that our rebranding accurately reflects our respect for tradition yet also our forward looking approach. We were the first olive oil producer in the world to gain carbon neutral status and have also won the prestigious European Business Award in consecutive years, a process that scrutinises not only our financial growth but also looks for commercial innovation. We are confident that our new brand identity will resonate with consumers, and better reflects our corporate vision.”

The rebranding forms part of a wider initiative to promote an understanding of the Gaea quality and the versatility of its range. Gaea has created a video that it will distribute across social media channels to illustrate the care the company takes in its cultivation of olives and how olives form the bedrock of Greek cuisine, both traditional and contemporary.

Gaea has also invested, and will continue to do so in an educational programme, to raise awareness of the importance of D.O.P. when it comes to ensuring authenticity and provenance of olive oil and other foods.

Earlier in the year Gaea ran a series of olive oil tasting evenings hosted by Olive Oil authority Michael North. The events were oversubscribed by a public keen to understand how to appreciate, taste, buy and use olive oils. The rebranding seeks to address this appetite for knowledge better explaining the flavour profile and the origin of each bottle of Olive Oil.

www.gaea.gr/en/